MAR3503 Chapter 07

What type of group includes organizations such as professional associations and neighborhood associations that involve relatively weak ties and less frequent interaction among its members? A. primary group B. secondary group C. tertiary group D. cohort group E. work group

B. secondary group

Identification influence is also called _____ influence. A. informational B. normative C. value-expressive D. affective E. utilitarian

C. value-expressive

Stephen is 19 years old and is a participant in social media in that he creates content of his own--Web pages, blogs, video and video uploads to places like YouTube. Which category of social media is Stephen? A. Creator B. Critic C. Joiner D. Spectator E. Inactive

A. Creator

Adoption of which type of innovation requires relatively minor changes in behavior or changes in behaviors that are unimportant to the consumer? A. continuous innovation B. dynamically continuous innovation C. discontinuous innovation D. technological innovation E. nontechnological innovation

A. continuous innovation

Which adopter group represents the first 2.5 percent to adopt an innovation? A. innovators B. early adopters C. early majority D. late majority E. laggards

A. innovators

Individuals who filter, interpret, or provide product and brand-relevant information to their family, friends, and colleagues are known as _____. A. opinion leaders B. market mavens C. interpreters D. screeners E. market leaders

A. opinion leaders

Angie is a teenage, living at home with her parents and two brothers. Even though she wants to venture out more on her own, her parents will not allow it, and she obeys their wishes. Her family represents a(n) ___ group. A. primary group B. secondary group C. consumer group D. restrictive group E. intimate group

A. primary group

Which type of group includes family and friends and involves strong ties and frequent interaction? A. primary group B. secondary group C. consumer group D. reference group E. intimate group

A. primary group

Samantha and Greg have owned an MG for several years and enjoy taking road trips through the Rockies with other MG owners every year. Which characteristic of brand communities does this illustrate? A. rituals and traditions B. similarity C. brand traditions D. brand festing E. consumers of kind

A. rituals and traditions

With respect to advertising, _____ opinion leadership can involve presenting the results of surveys showing that a high percentage of either knowledgeable individuals or typical users recommend the brand. A. simulating B. stimulating C. parroting D. modeling E. faking

A. simulating

In experiments, the power of groups to influence an individual to agree with the incorrect judgment of the others is known as the _____. A. group effect B. Asch phenomenon C. Skinner effect D. Pavlov phenomenon E. follower effect

B. Asch phenomenon

_____ is defined as the exponential expansion of word-of-mouth. A. Dispersion B. Buzz C. Infection D. Gossip E. Dissemination

B. Buzz

Which categories of participants are the true leaders of conversation and opinion in Web 2.0? A. Critics and Inactives B. Creators and Critics C. Joiners and Creators D. Spectators and Joiners E. Inactives and Spectators

B. Creators and Critics

Which category of Web 2.0 participants are bloggers and post ratings and reviews, and tend to be in their late teens to mid-twenties? A. Creators B. Critics C. Joiners D. Spectators E. Jumpers

B. Critics

Social media is part of an online revolution online, sometimes referred to as: A. online communities B. Web 2.0 C. social network sites D. consumer review sites E. blogging

B. Web 2.0

Nonconventional marketing activities that use a limited budget and can increase buzz are known as: A. gorilla tactics B. guerilla marketing C. undercover marketing D. online guides E. e-gossip

B. guerilla marketing

Which type of influence occurs when an individual uses the behaviors and opinions of reference group members as potentially useful bits of information? A. transient B. informational C. normative D. identification E. substantive

B. informational

Rayna provides a significant amount of information to others across a wide array of products, including durables and nondurables, services, and store type. She can provide information on product quality, sales, usual prices, product availability, store personnel characteristics, and other features of relevance to consumers. Rayna is best described as a(n) _____. A. opinion leader B. market maven C. shopping expert D. market leader E. influencer

B. market maven

Twitter is an example of a _____. A. retailing online ordering service B. micro-blogging tool C. hyperlink to online car auctions D. buzz agent E. a brand community

B. micro-blogging tool

Amie usually wears a uniform to her Catholic school, but on the first Friday of every month, students can wear other clothes as long as they bring in something for the church's food bank. Amie loves to shop and has plenty of fashionable clothes, but on these free dress days, she usually wears blue jeans, a T-shirt, and athletic shoes. Her mother asked her why she doesn't wear her nice clothes, and Amie told her that she would be made fun of at school. Which type of influence do the other students have on Amie? A. informational B. normative C. identification D. conformist E. punitive

B. normative

Which type of reference group influence occurs when an individual fulfills group expectations to gain a direct reward or to avoid a sanction? A. informational B. normative C. identification D. transient E. permanent

B. normative

Jill is a breast cancer survivor. She posts a blog, which is her online journal, on a site that is specifically for others to share their experiences and support one another. She and others discuss products that help them deal with the side effects of their treatments as well as products that can help them maintain their self-esteem (e.g., wigs). Jill is participating in a(n) _____. A. online consortium B. online community C. consumption subculture D. subversive community E. electronic community

B. online community

Which type of community interacts over time around a topic of interest on the Internet? A. brand community B. online community C. cyber community D. techie community E. geek squad

B. online community

Which of the following is NOT a guiding principle for marketing to online communities and social networks? A. become part of the community B. post marketing content so it does not stand out and appears as just another participant in the community, such as a flog C. take advantage of the unique capabilities of each venue D. transparency E. a and d

B. post marketing content so it does not stand out and appears as just another participant in the community, such as a flog

As a marketing major, Stan is a collegiate member of the American Marketing Association. This association holds a collegiate conference every year, and he did attend if one year. While this is a group he belongs to, his ties to other members are relatively weak, and his interaction is infrequent. Which type of group is this? A. primary group B. secondary group C. tertiary group D. cohort group E. work group

B. secondary group

With respect to advertising, _____ can involve themes designed to encourage current owners to talk about the brand or prospective owners to ask current owners for their impressions. A. simulating B. stimulating C. parroting D. modeling E. slice of life

B. stimulating

Which group classification variable refers to the closeness and intimacy of the group linkages? A. membership B. strength of social tie C. number of members D. type of contract E. attraction

B. strength of social tie

Which of the following statements is true regarding brand communities? A. Brand communities seem most relevant for low-involvement, routinely-purchased products. B. Once a consumer becomes a member of a brand community, he or she is always a member. C. Brand communities create value through a set of activities that create brand engagement. D. Brand communities can add value to the ownership of the product, but they do not build loyalty. E. Fostering a community requires the owners of the brand to come together on their own to establish relationships.

C. Brand communities create value through a set of activities that create brand engagement.

_____ represent about 10 percent of the adult online community, but their influence is extensive as they communicate, news, information, and experiences to a vast array of people both online and offline. A. Market mavens B. Internet mavens C. E-fluentials D. Opinion leaders E. Cyber leaders

C. E-fluentials

When purchasing an innovation, individual consumers presumably go through a series of distinct steps or stages known as the _____. A. product life cycle B. consumer life cycle C. adoption process D. consumption process E. diffusion of innovations

C. adoption process

Several girls in the 9th grade class at a small private school maintained an online journal. In this journal, some negative comments about the school were made, and the principal made them discontinue this online journal. The principal was concerned because anybody can read these comments as long as they know the address. Personalized online journals where people and organizations can keep a running dialogue such as the one illustrated here are known as _____. A. search engines B. diaries C. blogs D. viral marketing sites E. cyber diaries

C. blogs

Which factor affecting the spread of innovations refers to the consistency with the individual's and group's values or beliefs? A. relative advantage B. complexity C. compatibility D. observability E. type of decision

C. compatability

Potential obstacles to rapid market acceptance of an innovation are known as _____. A. diffusion delayers B. laggards C. diffusion inhibitors D. diffusion detractors E. minimizers

C. diffuision inhibitators

Bob is somewhat of a longer in high school. He really despises the school "jocks" that seem to be involved in every sport. He doesn't want anything to do with them or be like them in any way. To Bob, the group of students who represent the school athletes is a(n) ___. A. primary reference group B. secondary reference group C. dissociative reference group D. aspiration reference group E. unattractive reference group

C. dissociative reference group

Groups with negative desirability are referred to as ___. A. primary reference group B. secondary reference group C. dissociative reference group D. aspiration reference group E. unattractive reference group

C. dissociative reference group

Jamarcus was his collegiate chapter's delegate at a national conference of a professional business fraternity, Phi Chi Theta, in which he is a member. When the business meeting was conducted, parliamentary procedure was used, and Jamarcus was not familiar with this. Thus, he looked to the others to learn how he should behave in this situation. What type of influence does this reference group exhibit? A. transient B. substantive C. informational D. legal E. procedural

C. informational

Several consumers rely on information they obtain from others they see as knowledgeable about a specific product they are interested in purchasing (i.e., opinion leaders) as well as information they learn from marketing communications (i.e., advertisements) and other people that are not experts in the product category. Which type of communication flow does this represent? A. direct B. two-step C. multistep D. rapid E. efficient

C. multipstep

The _____ flow of communication involves opinion leaders for a particular product area who actively seek relevant information from the mass media as well as other sources. These opinion leaders process this information and transmit their interpretations of it to some members of their groups, and these group members also receive information from the mass media and other members who are not opinion leaders as well. A. direct B. two-step C. multistep D. dispersion E. inoculation

C. multipstep

Howard is 30 years old, does not create his own content, but consumes other people's content by reading blogs, and watching videos. Which category of social media participant is Howard? A. Creators B. Critics C. Joiners D. Spectators E. Inactives

D. Spectators

Amanda is in junior high and begged her mother to buy her a certain brand of athletic shoe that all the "cool" kids in school were wearing. She though that if she had those shoes, she would be accepted as one of them. To Amanda, these other students in school that she wants to be associated with represent a(n) ___. A. primary reference group B. secondary reference group C. dissociative reference group D. aspiration reference group E. attractive reference group

D. aspiration reference group

Individuals frequently purchase products thought to be used by a desired group in order to achieve actual or symbolic membership in the group. This type of group is referred to as a(n) ___. A. primary reference group B. secondary reference group C. dissociative reference group D. aspiration reference group E. attractive reference group

D. aspiration reference group

Many Jeep owners elect to become members of a Jeep ___ and attend brand fests such as Jeep Jamboree, Jeep 101, and Camp Jeep. A. exchange B. speedway-sponsored events C. insurance policy D. community E. a and b

D. community

Which of the following is an online "pass-it-along" strategy? A. online guides B. dispersion C. blogs D. viral marketing E. e-gossip

D. viral marketing

Clara had an unpleasant experience at a local restaurant at lunch one day. She went back to work and told all her coworkers about this experience, and many of them said they would never go back to that restaurant. Which type of communication is this an example of? A. negative B. two-step flow C. multistep flow D. word-of-mouth E. indirect

D. word-of-mouth

Which of the following statements is FALSE regarding word-of-mouth (WOM) communications? A. It is estimated that two-thirds of all consumer product decisions are influenced by WOM. B. Negative experiences are powerful motivators of WOM. C. Going beyond satisfaction to deliver more than was expected appears to have the potential to generate substantial WOM. D. Not all personal sources are equal in value. E. Consumers generally trust advertising as much as they do WOM.

E. Consumers generally trust advertising as much as they do WOM.

Which of the following statements is FALSE regarding consumption of subcultures? A. These groups have an identifiable, hierarchical social structure B. These groups have a set of shared beliefs or values C. These groups have a unique jargon, rituals, and modes of symbolic expression D. They are reference groups for their members as well as those who aspire to join or avoid them E. Consumption must be shared physically to be a shared ritual that creates and sustains a group

E. Consumption must be shared physically to be a shared ritual that creates and sustains a group

Which type of participants in social media tend to be older, are online but don't participate in social media A. Creators B. Critics C. Joiners D. Spectators E. Inactives

E. Inactives

Which of the following is a characteristic of a consumption subculture? A. an identifiable, hierarchical social structure B. a set of shared beliefs or values C. unique jargon, rituals, and modes of symbolic expression D. a and b E. a, b, and c

E. a, b, and c

Which type of reference group influence do marketers use when developing advertisements? A. informational B. normative C. identification D. a and b E. a, b, and c

E. a, b, and c

Brand communities can deliver value-creating activities by _____. A. social networking B. community engagement C. brand use D. impression management E. all of the above

E. all of the above

Which criterion is used to classify groups? A. membership B. strength of social tie C. type of contact D. attraction E. all of the above

E. all of the above

A non-geographically bound community, based on a set of social relationships among owners of a brand and the psycological relationship they have with the brand itself, the product in use, and the firm is known as a ___. A. brand community B. cohort group C. purchase consortium D. clone grouo E. census track

A. brand community

Todd purchased a Harley-Davidson motorcycle because he identifies himself with what he feels is the typical owner of a Harley. Many other owners of this brand also feel this way, and they get upset when they see someone riding one who they think is not the "right" kind of person to own this brand. Which characteristic of brand communities does this illustrate? A. consciousness of kind B. rituals and traditions C. moral responsibility D. similarity E. brand fanaticism

A. consciousness of kind

When consumer input is requested by firms online it is called: A. crowdsourcing B. response generating C. input requesting D. data sourcing E. consumer inputting

A. crowdsourcing

Tara is a marketing professor and is a member of the American Marketing Association. The members of this organization are associated with the discipline of marketing, either as academicians or practitioners. The purpose of this organization is to disseminate research about marketing, to share best practices, and to foster the professional development of marketers. The American Marketing Associate is an example of ___. A. group B. cohort C. generation D. primary group E. consumer group

A. group

In which situation is the likelihood of an individual seeking an opinion leader high? A. high product/purchase involvement and low product knowledge B. high product/purchase involvement and high product knowledge C. low product/purchase involvement and low product knowledge D. low product/purchase involvement and high product knowledge E. low product/purchase involvement and either high or low product knowledge

A. high product/purchase involvement and low product knowledge

Normative influence is sometimes referred to as _____ influence. A. utilitarian B. coercive C. functional D. value-expressive E. conformist

A. utilitarian

In which of the following consumption situations will a reference group's influence be strongest? A. when the use of the product or brand is visible to the group B. when the product is a necessity C. when the consumer is confident in the purchase situation D. when the individual's commitment to the group is low E. when the reference group is large

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

Leigh received a digital camera for her birthday. She was able to figure this product out pretty easily because it only required a moderate change in how she used to take pictures. One thing she had to get used to was printing the pictures instead of taking a roll of film to a processor. This is an example of a _______ innovation. A. continuous B. dynamically continuous C. discontinuous D. technological E. nontechnological

B. dynamically continuous

John doesn't know very much about electronic equipment, but he wanted to get his girlfriend an MP3 player for her birthday. His roommate, Hank, knows all about these types of products and made a recommendation to John. For this product category, Hank is known as a(n) _____. A. market maven B. opinion leader C. interpreter D. screener E. market leader

B. opinion leader

Which type of communication involves individuals sharing information with other individuals in a verbal form including face-to-face, phone, and the Internet? A. mass advertising B. word-of-mouth C. impersonal D. two-step E. multistep WOM involves individuals sharing information with other individuals in a verbal form including face-to-face, phone, and the Internet.

B. word-of-mouth

Mitch seems to know everything about cars - at least that's what his friends and family think. He has been involved with cars since he was a child and even took an engine apart and put it back together again by the time he was 16 years old. He reads several publications related to cars, visits websites, and hangs out with others who are interested in cars as well. Due to his enduring involvement with this product category, Mitch would be considered a(n) _____. A. product maven B. opinion leader C. product fanatic D. product endorser E. market leader

B., opinion leader

Vicki likes to visit a social network site called Fanfiction.com and read the stories that others post on this site. She doesn't really visit very often, and she has never posted a story on this site. Vicki is which type of social media participant? A. Joiners B. Critics C. Spectators D. Inactives E. Creators

C. Spectators

Which of the following characterizes opinion leaders? A. younger B. older C. enduring involvement in the product or activity D. highly educated E. high income

C. enduring involvement in the product or activity

Two or more individuals who share a set of norms, values, or beliefs and have certain implicity or explicitly defined relationships to one another such that their behaviors are interdependent is know as a(n) ___ A. family B. organization C. group D. cohort E. generation

C. group

Jamie wants to purchase a notebook computer, but she has limited product knowledge about computers other than how to turn one on and use it. She expects to pay over $1,000 for this computer, so this is an important decision for her and she wants to make the right choice. For Jamie, this represents a(n)_____. A. enduring purchase situation B. marketing dilemma C. high-involvement purchase situation D. consumer dilemma E. Asch phenomenon

C. high-involvement purchase situation

Valerie and her family are members of the Baptist Church. They have accepted the Baptist Church's values as their own and behave in a manner consistent with the Church's values because their values and the Church's values are the same. Which type of influence does the Church possess with respect to Valerie and her family? A. informational B. exemplary C. identification D. utilitarian E. affective

C. identification

Which type of reference group influence occurs when individuals have internalized the group's values and norms? A. informational B. normative C. identification D. utilitarian E. affective

C. identification

Which of the following is NOT a criterion used to classify groups? A. membership B. strength of social tie C. number of members D. type of contact E. attraction

C. number of members

For which product category would a reference group's influence be strongest? A. vitamins B. toilet tissue C. running shoes D. insurance E. clothes washer

C. running shoes

Whether or not a new idea, practice, or product is an innovation is determined by: A. statements made by a celebrity spokesperson B. product demonstration in an infomercial C. the perception of the potential market D. an objective measure of technological change E. packaging that states "new and improved"

C. the perception of the potential market

The process of one person receiving information from the mass media or other sources and passing it on to others is known as the _____. A. direct flow of communication B. one-step flow of communication C. two-step flow of communication D. multistep flow of communication E. impersonal/personal flow of communication

C. two-step flow of communication

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 ___. A. cohort group B. clone group C. dissociative reference group D. consumption subculture E. purchase consortium

D. consumption subculture

Harley-Davidson motorcycle owners that join a Harley group, Jeep owners that attend events sponsored by Jeep, and Star Trek "Trekkies" are all examples of ___. A. cohort groups B. clone groups C. dissociative reference groups D. consumption subcultures E. purchase consortium's

D. consumption subcultures

The manner in which innovations spread throughout a market is referred to as the _____. A. adoption process B. consumer decision making process C. innovation process D. diffusion process E. dissemination process

D. diffusion process

Some individuals have information about many different kinds of products, places to shop, and other aspects of markets. They can be considered a special type of opinion leader and are known as _____. A. product experts B. shopping experts C. personal shoppers D. market mavens E. market leaders

D. market mavens

Which type of group's presumed perspectives or values are being used by an individual as the basis for his or her current behavior? A. cohort group B. generation group C. community group D. reference group E. modeling group

D. reference group

The exchange of advice and information between group members can occur _____. A. directly in the form of WOM when one individual seeks information from another B. directly in the form of WOM when one individual volunteers information C. indirectly through observation as a by-product of normal group interaction D. a and b E. a, b, and c

E. a, b, and c

Which of the following is a factor affecting the spread of innovations? A. type of group B. type of decision C. compatibility D. observability E. all of the above

E. all of the above

Which of the following is a factor determining a reference group's influence on a consumer? A. whether or not the product is a necessity B. whether the use of the product or brand is visible to the group C. the degree of commitment the individual feels to a group D. the individual's confidence in the purchase situation E. all of the above

E. all of the above

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. A. consumption gathering B. convention C. consortium D. brand community E. brand fest

E. 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 _____. A. consumption gathering B. convention C. consortium D. brand event E. brand fest

E. brand fest

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 _____. A. market mavens B. opinion leaders C. shopping experts D. market leaders E. influentials

E. influentials

Charles was the last person on his block to purchase a color television set, and that was in the 1980s. He just couldn't see the reason to purchase a new color television if his old one was working just fine. He finally purchased one because his old TV stopped working. In terms of adopter categories, Charles would be classified as a(n) _____. A. innovator B. early adopter C. early majority D. late majority E. laggard

E. laggard

Which of the following is NOT an adopter category? A. innovators B. early adopters C. early majority D. late majority E. procrastinators

E. procrastinators