Chapter 7 - Exam 2

E

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) brandfest

D

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

A

A nongeographically 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 _____. A) brand community B) cohort group C) purchase consortium D) clone group E) census track

E

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

A

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

D

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 thought 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

B

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

A

Angie is a teenager, 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

B

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 it 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

C

Bob is somewhat of a loner 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 are a(n) _____. A) primary reference group B) secondary reference group C) dissociative reference group D) aspiration reference group E) unattractive reference group

B

Carol is a little shy and has a high need for acceptance. She adapts her behavior and purchases to fit in with the group of teens that are seen as cool and at the center of the action? Which group of teens best describes Carol? A) influencers B) conformers C) market followers D) trend copiers E) market mavens

E

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

D

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

A

Consumers who purchase a Harley-Davidson motorcycle can receive which of the following in addition to the purchase of the product? A) membership in a group B) a 20 year warrantee C) free maintenance for five years D) invitations to Harley Jamborees, Harley 101 safety courses, and Camp Harley E) greater attention from the police

C

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

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

D

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 consortiums

B

Howard is a participant in a virtual community, but he and others do not see him as a leader. Which type of virtual group member is Howard? A) conformer B) participant C) lurker D) member E) influencer

C

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

B

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

A

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

D

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

A

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

C

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

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 computers, 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

E

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) brandfest

B

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) virtual community C) consumption subculture D) subversive community E) electronic community

B

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

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 role of film to a processor. This is an example of a _______ innovation. A) continuous B) dynamically continuous C) discontinuous D) technological E) nontechnological

A

Lisa and her friends see themselves as cool and at the center of the action in their high school. Which group of teens best describes Lisa and her friends? A) influencers B) conformers C) market leaders D) trend setters E) market mavens

B

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 Web sites, 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

A

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

B

Online opinion leaders are known as _____. A) market mavens B) online guides C) innovators D) online go-toos E) online search engineers

C

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

B

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

C

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

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 principle made them discontinue this online journal. The principle 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

D

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

C

Stephen is an active member of a virtual community in that he posts and responds to messages. He is also one of the few who are highly influential and take on the most responsibility for the community's maintenance. Which type of virtual group member is Stephen? A) influencer B) conformer C) leader D) participant E) lurker

A

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 as 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 _____. A) group B) cohort C) generation D) primary group E) consumer group

C

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

E

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

D

The largest group of virtual group members that only passively peruse the group discussions without being active participants is known as _____. A) conformers B) participants C) leaders D) lurkers E) passives

D

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

C

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

A

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

C

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) _____. A) family B) organization C) group D) cohort E) generation

C

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

Vicki likes to visit a virtual community, 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 virtual group member? A) conformer B) participant C) lurker D) viewer E) intermittent

C

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

A

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

E

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

C

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

B

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 contact E) attraction

B

Which group of teens has a high need for acceptance and adapts their behaviors and purchases to fit in with the group of teens that is seen as cool and at the center of the action? A) influencers B) conformers C) market followers D) trend copiers E) market mavens

A

Which group of teens sees themselves and others as cool and at the center of the action? A) influencers B) conformers C) market leaders D) trend setters E) market mavens

C

Which of the following are the three types of virtual group members? A) influencers, conformers, seekers B) dissociative, aspiration, and participants C) leaders, participants, and lurkers D) informational, influencers, and lurkers E) primary, secondary, and tertiary

C

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

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

E

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

E

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

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

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

D

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

E

Which of the following statements is FALSE regarding consumption 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

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.

C

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) One condition for a strong brand community appears to be a degree of uniqueness to the brand itself. 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.

B

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

B

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

A

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

B

Which 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

D

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

B

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

E

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

B

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

C

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

B

Which type of virtual group member is active but not deemed a leader? A) conformers B) participants C) lurkers D) members E) influencers

B

Which type of virtual group members are a relatively small group who are highly influential and take on the most responsibility for community maintenance, and they are active members in that they both post and respond to messages? A) influencers B) leaders C) coordinators D) actives E) Internet mavens

B

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

A

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

B

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

C

_____ 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

A

n 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