Archive for October 2018

Organizing music using Spotify or another similar application enables users to listen to music virtually anywhere and across multiple devices. This is an example of the ________ determinant of diffusion.

Organizing music using Spotify or another similar application enables users to listen to music virtually anywhere and across multiple devices. This is an example of the ________ determinant of diffusion.



A) relative advantage
B) observability
C) compatibility
D) trialability


Answer: A

Jane is searching for the latest fashion in jeans at the Levi's Friends Store. She connects online using Facebook, and invites Kelsey to shop with her inside the online store. Jane is participating in a form of e-commerce known as ________.

Jane is searching for the latest fashion in jeans at the Levi's Friends Store. She connects online using Facebook, and invites Kelsey to shop with her inside the online store. Jane is participating in a form of e-commerce known as ________.



A) groupon
B) social shopping
C) pure play
D) Facebook commerce


Answer: B

Opinion leaders are more influential when they are ________.

Opinion leaders are more influential when they are ________.



A) much different than the people being influenced
B) quite similar to the people being influenced
C) older than the average consumer
D) wealthier than most consumers


Answer: B

Fallon was the son of a very wealthy banker from Connecticut. The first time Fallon saw an artist on MTV wearing a polished bicycle chain around his neck, he knew he had to get an item like that for himself. Fallon's behavior is best explained by the ________ theory of fashion.

Fallon was the son of a very wealthy banker from Connecticut. The first time Fallon saw an artist on MTV wearing a polished bicycle chain around his neck, he knew he had to get an item like that for himself. Fallon's behavior is best explained by the ________ theory of fashion.



A) trickle-down
B) trickle-up
C) trickle-across
D) prestige-exclusivity


Answer: B

Fashion refers to ________.

Fashion refers to ________.



A) the process of social diffusion by which a new style is adopted by some consumer groups
B) a particular combination of attributes within a style, trend, or fad
C) being positively evaluated by some reference group
D) rejecting the norm and pushing for newness


Answer: B

In general, advertising is more effective when it ________ than when it ________.

In general, advertising is more effective when it ________ than when it ________.



A) tries to create new product preferences; reinforces our existing product preferences
B) reinforces our existing product preferences; tries to create new product preferences
C) relies upon word-of-mouth tactics; relies upon viral marketing tactics
D) relies upon viral marketing tactics; relies upon word-of-mouth tactics


Answer: B

Meagan is planning her wedding and wants everything to be just right, from the invitations and table settings to the ceremony and music selections. Because she feels overwhelmed by all of the information to sort through and the choices to make, she hires a wedding planner to make many of the decisions and purchases for her. Meagan's wedding planner is best described as a(n) ________.

Meagan is planning her wedding and wants everything to be just right, from the invitations and table settings to the ceremony and music selections. Because she feels overwhelmed by all of the information to sort through and the choices to make, she hires a wedding planner to make many of the decisions and purchases for her. Meagan's wedding planner is best described as a(n) ________.



A) innovative communicator
B) surrogate consumer
C) opinion seeker
D) key informant


Answer: B

Several research methods are used to study reference groups and opinion leadership. ________ methods trace communication patterns among members of a group. These techniques allow researchers to systematically map out the interactions that take place among group members.

Several research methods are used to study reference groups and opinion leadership. ________ methods trace communication patterns among members of a group. These techniques allow researchers to systematically map out the interactions that take place among group members.



A) Momentum
B) Behavioral
C) Sociometric
D) Geodemographic


Answer: C

Which of the following statements most accurately defines homophily?

Which of the following statements most accurately defines homophily?



A) Homophily is the degree to which a pair of individuals is similar in terms of education, social status, and beliefs.
B) Homophily is the degree to which a pair of individuals is similar in terms of monetary wealth and lifestyle.
C) Homophily is the degree to which a pair of individuals is similar in terms of ethnicity.
D) Homophily is the degree to which a pair of individuals is similar in terms of sexual orientation.


Answer: A

A marketing manager who wants to identify opinion leaders for her product category should do which of the following?

A marketing manager who wants to identify opinion leaders for her product category should do which of the following?



A) She should find government officials who use the product.
B) She should find socially active persons who are very interested in the product category.
C) She should find intellectuals who can write academic papers about the product category.
D) She should look for people who rely on reward power to develop interest in a product.


Answer: B

Subscribe to: Posts (Atom)