Chapter 7 MKTG 4410

brand fest

A _____ is a gathering of owners and others for the purposes of interacting with one another in the context of learning about and using the brand.

consumption subculture

A distinctive subgroup of society that self-selects on the basis of a shared commitment to a particular product class, brand, or consumption activity is known as a _____

brand community

A non-geographically bound community, based on a structured set of social relationships among owners of a brand and the psychological relationship they have with the brand itself, the product in use, and the firm, is known as a _____.

influentials

According to Roper Starch (a market research company), the 10 percent of the population that have broad social networks that allow them to influence the attitudes and behaviors of the other 90 percent of the population are called _____

continuous innovation

Adoption of which type of innovation requires relatively minor changes in behavior or changes in behaviors that are unimportant to the consumer?

all of the above

Brand communities can deliver value-creating activities by ___

running shoes

For which product category would a reference group's influence be strongest?

dissociative reference groups

Groups with negative desirability are referred to as _____.

value-expressive

Identification influence is also called _____ influence.

when the use of the product or brand is visible to the group

In which of the following consumption situations will a reference group's influence be strongest?

opinion leaders

Individuals who filter, interpret, or provide product and brand-relevant information to their family, friends, and colleagues are known as ____

brand fest

Jeep Jamboree, Jeep 101, and Camp Jeep, in which owners of Jeeps gather for the purposes of interacting with one another in the context of learning about and using their Jeeps, are examples of a _____

guerilla marketing

Nonconventional marketing activities that use a limited budget and can increase buzz are known as ____

utilitarian

Normative influence is sometimes referred to as _____ influence.

diffusion inhibitors

Potential obstacles to rapid market acceptance of an innovation are known as _____.

A, B, and C

The exchange of advice and information between group members can occur _____.

diffusion process

The manner in which innovations spread throughout a market is referred to as the _____.

micro-blogging tool

Twitter is an example of a _____.

group

Two or more individuals who share a set of norms, values, or beliefs and have certain implicitly or explicitly defined relationships to one another such that their behaviors are interdependent is known as a(n) _____.

crowdsourcing

When consumer input is requested by firms online it is called _____

adoption process

When purchasing an innovation, individual consumers presumably go through a series of distinct steps or stages known as the _____

the perception of the potential market

Whether or not a new idea, practice, or product is an innovation is determined by _____.

enduring involvement in the product or activity

Which of the following characterizes opinion leaders?

normative

Which type of reference group influence occurs when an individual fulfills group expectations to gain a direct reward or to avoid a sanction?

Buzz

____ is defined as the exponential expansion of word-of-mouth.