MKT 3352 Fish Chapter 11

Other people and​ groups, especially those that possess​ ________, can influence our decisions as studies have revealed that they actually have the capacity to alter the actions of others.
A.
virtual goods
B.
digital virtue
C.
homophily tendencies
D.
tie strength
E.
social power
E
These individuals or groups can be imaginary or actual and their opinions or behaviors are particularly important to consumers. The term that most closely matches this description​ is: ________.
A.
affinity groups
B.
reference groups
C.
social identity theorists
D.
sadvertising models
E.
trend setter groups
B
Individuals have influence in a group to the extent that they possess social power. Types of social power include information​ power, referent​ power, legitimate​ power, expert​ power, ________.
A.
concept​ power, and impression power
B.
reward​ power, and coercive power
C.
looking glass​ power, and ideal power
D.
fantasy​ power, and actual power
E.
actual​ power, and ideal power
B
​________ communities unite consumers who share a common passion for a product.
A.
Concept
B.
Group
C.
Brand
D.
Common
E.
Passion
C
________ are organized by companies to encourage a sense of​ community, and can build​ _______ loyalty and reinforce group membership.
A.
Influencer​ memberships; media
B.
​Buyingfests; social
C.
Coercive power​ groups; sociometric
D.
​Brandfests; brand
E.
​Communityfests; K]lout
D
Joe modeled his behavior after other members of the team because he takes​ others’ behavior as evidence of the correct way to act. Joe is conforming because of​ ________.
A.
normative social influence
B.
reference power
C.
informational social influence
D.
​self-transformation influence
E.
executive power
C
Those who conform to satisfy the expectations of others or to be accepted by the group are affected by​ ________ influence.
A.
informational social
B.
neighborhood level
C.
​self-level
D.
market maven
E.
normative social
E
Much of what we know about products we learn through​ ________ communication rather than formal advertising.
A.
WOM
B.
CBS
C.
CNN
D.
Google
E.
Yahoo
A
________ communication is the most important driver of product choice and the information is deemed more reliable and trustworthy since we receive it from people we know.
A.
Brand
B.
​Word-of-mouth
C.
Antibrand
D.
Avoidance group
E.
Flaming
B
The​ Word-of-Mouth Marketing Association announced a set of rules and guidelines for​ word-of-mouth advertising. The trade group maintains that marketers must make sure that people​ ________ disclose for whom they work.
A.
with executive power
B.
working in a minimal group paradigm
C.
talking up products or services
D.
buying up loads of stock
E.
teaching a marketing class
C
Marketers pump huge sums of money into lavish​ ads; yet, statistics prove that WOM is far more​ powerful: It influences up to​ ________ percent of sales of all consumer goods.
A.
20
B.
12
C.
17
D.
50
E.
30
D
Studies in both industrial and consumer purchase settings underscore the idea that although information from impersonal sources creates​ ________, consumers rely on WOM in the later stages of evaluation and adoption.
A.
membership reference
B.
brand awareness
C.
aspirational reference
D.
media multiplexity
E.
a dispreferred marker
B
________ who are knowledgeable about a product and whose views are highly regarded tend to influence​ others’ choices.
A.
Utilitarians
B.
Opinion leaders
C.
MMORPGs
D.
Lurker groups
E.
Avoidance groups
B
A​ ________ is a term that describes a person who enjoys transmitting many types of marketplace information. These shopaholics are not necessarily interested in the goods they​ recommend; they simply enjoy a general interest in marketplace activities.
A.
surrogate consumer
B.
market maven
C.
lurker
D.
dispreferred marker
E.
conformist
B
Interior​ decorators, stockbrokers, professional​ shoppers, and college admissions consultants are all examples of​ ________.
A.
market mavens
B.
lurkers
C.
aspirational references
D.
surrogate consumers
E.
dispreferred markers
D
A celebrity or an influential industry executive is by definition easy to locate. That person has national or at least regional visibility or has a listing in published directories or on social media. In​ contrast, ________ tend to operate at the local​ level, and they might influence only a small group of consumers rather than an entire market segment.
A.
opinion leaders
B.
homophilies
C.
members of gaming platforms
D.
referent power groups
E.
surrogate consumers
A
________ refers to the degree to which a pair of individuals is similar in terms of​ education, social​ status, and beliefs.
A.
Tie strength
B.
Homophily
C.
Sociometricity
D.
Sociosimilar
E.
Mass connector
B
Opinion leaders are sources of valuable information and can influence the attitudes and behaviors of others through their knowledge​ power, referent​ power, and high technical​ competence, also known as​ ____ power.
A.
reward
B.
marketing
C.
social
D.
surrogate
E.
expert
E
________ have provided access to a plethora of opinions supplied by others regarding products and services. This access has changed the way we learn about and select products.
A.
Retail therapists
B.
Social media platforms
C.
Sadvertising specialists
D.
Expectancy theorists
E.
Lurkers
B
According to market​ research, ________ unite those individuals who share a mutual passion for products such as​ music, clothes,​ automobiles, and beer.
A.
consumer fests
B.
milieus
C.
the hierarchy of needs
D.
virtual consumption communities
E.
unboxing videos
D
Johnny convinces his friends to purchase memberships in the Auto 2​ Club, and then gets a cut of every sale he makes. This strategy of​ ________ gets customers to sell a product to other customers on behalf of the company.
A.
acceptance groups
B.
social loafing
C.
the Red Sneakers Effect
D.
viral marketing
E.
the​ two-step flow model
D
A​ ________ is a​ multiplayer, competitive,​ goal-oriented activity with defined rules of engagement and online connectivity among a community of players.
A.
social game
B.
Klout scorer
C.
media multiplexity
D.
Nintendo ninja
E.
leaderboard
A
Amazon’s ability to recommend books to you based on what other people with similar interests buy gets better as it tracks more and more people who enter search queries. The quality of the site improves as the number of users increases. This is an example of​ ________.
A.
network effects
B.
leaderboards
C.
Klout score
D.
lurker phenomenon
E.
badge masters
A
​________ are exchanges of​ resources, information, or influence among members of the network.
A.
Nodes
B.
MMORPGs
C.
Flows
D.
Resource exchanges
E.
Exchanges
C
In social​ media, flows of communication go in many directions at any point in time and often on numerous platforms. Marketers use the term media​ _______ to describe this communication flow.
A.
multiplexity
B.
​word-of-mouth marketing
C.
tie strength
D.
marker
E.
serial reproduction
A