Marketing Ch 12

mass connectors

6.2% of _____ ________ create 80% of the 256 billion impressions of Facebook or Twitter

Word-of-mouth (WOM)

____-__-_____ communication is product information that individuals transmit to other individuals. Because we get the word from people we know, it tends to be more reliable and trustworthy than messages from more formal marketing channels. Often comes with social pressure to conform to recommendations

sociological

______ models of fashion focuses on a subculture's adoption of style. to understand this model, think about the spread of goth culture into mainstream

psychological

______ models of fashion include conformity, desire for variety seeking, the need to express personal creativity, and sexual attraction

regression

______ stage of the fashion life cycle include the steps of decline and obsolescence

online social networking

_______ ________ _________ magnifies the impact of word of mouth communication. gives users a way to engage, equip, and empower

acceptance

_______ stage of the fashion life cycle include the steps of acceleration and general acceptance

introduction

_______ stage of the fashion life cycle include the steps of innovation and rise

freemium

a free version of a product that's supported by a paid premium version; the idea is to encourage the maximum number of people to use the product and eventually convert a small fraction of them into paying customers

leader-boards

a listing of the leaders in an online game competition

continuous innovation

a modification of an existing product

social game

a multi-player, competitive, goal-oriented activity with defined rules of engagement and online connectivity among a community of players

discontinuous innovation

a new product or service that radically changes the way we live

wisdom of crowds

a perspective that argues that, under the right circumstances, groups are smarter than the smartest people in them; implies that a large number of consumers can predict successful products

innovation

a product or style that is perceived as new by customers

dynamically continuous innovation

a significant change to an existing product

influence network

a two-way dialogue between participants in a social network and opinion leaders

community

a unified body of individuals, unified by interests, location, occupation, common history, or political and economic concerns.

momentum effect

an accelerating diffusion of a message in social media due to the contributions of its influential members

transactional advertising

an advertising message in a social media game that rewards players if the respond to the request

information cascades

an online communication process where one piece of information triggers a sequence of interactions

folksonomy

an online posting system where users categorize entries themselves rather than relying on a pre-established group of labels

influence impressions

brand-specific mentions on social media posts

laggards

consumers who are exceptionally slow to adopt innovations

brand advocates

consumers who supply product reviews online

network effect

each person who uses a product or service benefits more as more people participate

flows

exchanges of resources, information, or influence among members in an online social network

opinion leaders

experts, unbiased evaluation, socially active, similar to the consumer, among the first to buy: all these are characteristics of ____ _______

mass connectors

highly influential members of social media networks

observability

in the context of diffusion of innovations, the extent to which a new product is something that is easy for consumers to see in use in order to motivate others to try it

trialability

in the context of diffusion of innovations, the extent to which a new product or service can be sampled prior to adoption

relative advantage

in the context of diffusion of innovations, the extent to which a new product or service is an improvement over alternatives that are already available in the market

genre

in the context of social media gaming, the method of play such as simulation, role-play, or action

milieu

in the context of social media gaming, the visual nature of the game such as science fiction, horror, fantasy, and retro

Meme theory

in this theory, the spread among consumers is a geometric progression just as a virus starts off small and steadily infects increasing numbers of people until it becomes an epidemic.

fashion system

includes all the people and the organizations that create symbolic meanings and transfer those meanings to cultural good

website complaints

injustice, identity, and agency are three types of _____ _______

surrogate consumer

is a market intermediary. examples of these include interior designers, stockbrokers, professional shoppers, college consultants

social shopping

is an emerging form of e-commerce that allows an online shopper to simulate the experience in a brick-and-mortar store.

market maven

is an opinion leader that is actively transmitting marketplace information of all types. they may not be the first to buy, but are simply interested in staying on top of whats happening in the market

fashion

is the process of social diffusion by which some group(s) of consumers adopt a new style

network units

members of a social network

pure play retailer

merchant that conducts transactions online and does not maintain a physical store

tipping point

moment of critical mass; for example, sharp introduced the first low-price fax machine in 1987 and sold about 80,000 in that year

meetups

occasion where members of an online network arrange to meet in a physical location

power users

opinion leaders in an online network

digital virtual consumption (DVC)

purchases of virtual goods for use in online games and social communities

homophily

refers to the degree to which a pair of individuals is similar in terms of education, social status, and beliefs

game platform

refers to the hardware system on which the game is played. ex. game console, computers, portable device

tie strength

refers to the nature of the bond between people. ranges from strong primary to weak secondary

fashion life cycle

stages of the _____ ____ _____: innovation, rise, acceleration, general acceptance, decline, obsolescence

presence

the effect people experience when they interact with a computer-mediated enviornment

late adopters

the majority of consumers who are moderately slow to adopting innovations

trickle down theory

the perspective that fashions spread as a result of status symbols of the upper class "trickling down" to other social classes as these consumers try to emulate with those of a greater status

diffusion of innovations

the process whereby a new product, service, or idea spreads through a population

reverse innovation

the process whereby a product is created initially to meet the needs of developing nations and then is adopted elsewhere

democracy

the rule of the people

crowd power

the term that describes the change in social media in the fundamental relationships between marketers and consumers

sociometric methods

trace consumers communication patterns among group members. most precise method; better understood than referral behavior

agency

type of website complaint where individual web sit creators try to create a collective identity for those who share their anger with the company. they evoke themes or crusade and heroism to change a status quo.

diffuse

what determines if an innovation will _____? compatibility, trialability, complexity, observablity, relative advantage

flaming

when USERS POSTS CONTAIN ALL CAPITAL LETTERS TO EXPRESS ANGER

trickle across theory

where fashions diffuse horizontally through the same social class

cyberplace

where people come together to connect online with kindred spirits, engage in supportive and sociable relationships with them, and imbue their activity online with meaning, belonging, and identity.

opinion leaders

are able to influence others attitudes or behaviors

conversations

communities thrive on communication. these _______ are not based on talking or writing but a hybrid of the two. if you communicate with a friend through SMS or chat you may feel as if you actually talked to her

negative word of mouth

consumers weigh negative comments more heavily than positive.

virtual goods

digital items that people buy and sell online

level of participation

for an online community to thrive, a significant proportion of its members must participate.

interactions

in a social media context, behavior-based ties between participants such as talking with one another, attending an event together, or working together

media democratization

in a social media context, members of a social community, rather than traditional media publishers like magazines or newspaper companies, control the creation, delivery, and popularity of content

media multiplexity

in a social media context, when flows of communication go in many different directions at any point in time and often on multiple platforms

compatibility

in the context of diffusion of innovations, the extent to which a new product fits with a consumers existing lifestyle

complexity

in the context of diffusion of innovations, the extent to which a new product is difficult to use or integrate into a person's daily life

mode

in the context of social media gaming, the way players experience the game world

Meme

is an idea or product that enters the consciousness of consumers over time-- examples include tunes, catch-phrases (You're fired!), or styles such as crocs

MMORPGs

massive multiplayer online role-playing games; World of Warcraft is one of the largest _______s with millions of players around the world

lurkers

passive members of an online community who do not contribute to interactions

innovators

people who are always on the lookout for novel developments and will be the first to try a new offering

early adopters

people who are receptive to new products and adopt them relatively soon, though they are motivated by more social acceptance and being in style than by the desire to try risky new things

guerrilla marketing

promotional strategies that use unconventional means and venues to encourage WOM about products.

two step flow model of influence

proposes that a small group of influences disseminate information since they can modify the opinions of a large group of people

social object theory

proposes that social networks will be more powerful communities if there is a way to activate relationships among people and objects within them

ties

relationships

mass fashion

replaces elite fashion because our media allows many market segments to learn about a style simultaneously

standards of behavior

rules that govern virtual communities in order for them to operate. an example is how on eBay, you agree that you have entered into a legal contract to pay for the item you buy

flow state

situation in which consumers are truly involved with a product, an ad, or a website

500

social media delivered over ____ billion commercial impacts

social graphs

social networks; relationships among members of online communities

achievement badges

symbols awarded to show game levels achieved, shared within the game community

injustice

type of website complaint where consumers protest frequently talk about their fruitless attempts to contact the company

identity

type of website complaint where posters characterize the violator (often top manager) as evil, rather than simply incompetent

90%

___% of unhappy customers will not do business with that company again

WOM

____ is the form of communication that results in 2/3 of all sales, PLC, and familiarity based

16%

____% of online users represent 3/4 of its brand contents

economic

_____ models of fashion approach is supply and demand. for example, items that are rare are more valuable than those that are readily avaliable

fashions, fads, and classics

_____, ______, and _____ are defined by the acceptance cycle

acceptance

______ cycles define the type of fashion trend by their legnth

fad

a ___ is a fashion with an extremely short acceptance cycle

fashion

a ____ is a fashion with a normal acceptance cycle

classic

a _____ is a fashion with an extremely long acceptance cycle

social network

a group of people who connect with one another online due to some shared interest or affiliation

friend (buddy) lists

a list of contacts with whom one plays and has the ability to communicate within an online game

FOMO

acronym that represents the fear of missing out

collective interest

term that describes how just as offline communities are based on family, religious beliefs, social activities, goals, hobbies, place of residence, and so on, your online communities also need commonalities to create bonds among members. examples of these could be passion for indie bands, white wines, and open source apps.