Which promotional strategy uses unconventional means, such as street theater, to encourage WOM about products?A) influence networkingB) guerilla marketingC)...
M-PESA, a mobile-phone-based money transfer service, was initially designed to meet the needs of developing nations before being adapted elsewhere. M-PESA is an example of a ________ innovation.
M-PESA, a mobile-phone-based money transfer service, was initially designed to meet the needs of developing nations before being adapted elsewhere. M-PESA...
The tipping point most likely occurs just towards the end of the adoption stage for the ________.
The tipping point most likely occurs just towards the end of the adoption stage for the ________.A) innovatorsB) early adoptersC) early majorityD) mass...
A ________ is an idea or product that enters the consciousness of people over time.
A ________ is an idea or product that enters the consciousness of people over time.A) memeB) beliefC) normD) valueAnswer:&nbs...
When marketers embed brand messages in social games, they are seeking to influence consumer behavior through the ________ determinant of diffusion.
When marketers embed brand messages in social games, they are seeking to influence consumer behavior through the ________ determinant of diffusion.A)...
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...
Ashley, an upper-income consumer with an eye for fashion, loves getting a steal at the Dollar Store. She is engaging in ________.
Ashley, an upper-income consumer with an eye for fashion, loves getting a steal at the Dollar Store. She is engaging in ________.A) social proofB) social...
Which term refers to a multiplayer, competitive, goal-oriented activity with defined rules of engagement and online connectivity among a community of players?
Which term refers to a multiplayer, competitive, goal-oriented activity with defined rules of engagement and online connectivity among a community of...
What term refers to the hardware system upon which a social game is played?
What term refers to the hardware system upon which a social game is played?A) genreB) platformC) modeD) milieuAnswer:&nbs...
A hair cream remover meant to replace the razor was marketed to men but failed miserably. Which determinant of diffusion was most likely to blame?
A hair cream remover meant to replace the razor was marketed to men but failed miserably. Which determinant of diffusion was most likely to blame?A) compatibilityB)...
When online ads go viral, they may influence adoption of the product being promoted due to the heightened ________.
When online ads go viral, they may influence adoption of the product being promoted due to the heightened ________.A) complexityB) observabilityC) compatibilityD)...
Word-of-mouth communication in the form of brand-specific mentions in social media are called ________.
Word-of-mouth communication in the form of brand-specific mentions in social media are called ________.A) influence cascadesB) influence impressionsC)...
80% of brand mentions online are made by just 6.2% of social media users. Forrester Research calls these influencers ________.
80% of brand mentions online are made by just 6.2% of social media users. Forrester Research calls these influencers ________.A) salespeopleB) power usersC)...
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...
Social networks tend to be more successful if they create a sensation that participants are in a tangible place. This is known as ________.
Social networks tend to be more successful if they create a sensation that participants are in a tangible place. This is known as ________.A) presenceB)...
Members of a social network are called ________.
Members of a social network are called ________.A) followersB) friendsC) nodesD) modulesAnswer:&nbs...
On Flickr, shared photos represent the ________ which is the basis for the network.
On Flickr, shared photos represent the ________ which is the basis for the network.A) tie strengthB) social objectC) nodeD) graphAnswer:&nbs...
Tracy loves shopping with her personal shopper, Carrie, at Nordstrom's. Carrie is a ________.
Tracy loves shopping with her personal shopper, Carrie, at Nordstrom's. Carrie is a ________.A) market mavenB) opinion leaderC) surrogate consumerD) ...
Which job role best fits the definition of a surrogate consumer?
Which job role best fits the definition of a surrogate consumer?A) physicianB) interior decoratorC) physical trainerD) psychologistAnswer:&nbs...
Shoppers on Amazon.com can search for products using words like "must read" and "girl power." These categorizations are based on a ________.
Shoppers on Amazon.com can search for products using words like "must read" and "girl power." These categorizations are based on a ________.A) folksonomyB)...
On Big Bang Theory, Sheldon Cooper plays a ________ expert with knowledge in topics ranging from flag history to string theory.
On Big Bang Theory, Sheldon Cooper plays a ________ expert with knowledge in topics ranging from flag history to string theory.A) market mavensB) monomorphicC)...
Opinion leaders who are also early purchasers of a product are called ________.
Opinion leaders who are also early purchasers of a product are called ________.A) early adoptersB) innovative communicatorsC) newbiesD) generalized opinion...
Opinion leaders are more influential when they are ________.
Opinion leaders are more influential when they are ________.A) much different than the people being influencedB) quite similar to the people being influencedC)...
Experts that are specialized in a limited number of topics are called ________.
Experts that are specialized in a limited number of topics are called ________.A) market mavensB) monomorphicC) polymorphicD) generalizedAnswer:&nbs...
Experts who are knowledgeable in several fields are called ________.
Experts who are knowledgeable in several fields are called ________.A) market mavensB) monomorphicC) polymorphicD) generalizedAnswer:&nbs...
Jenny just posted a tweet on Twitter about how much she loves a new movie. Jenny has potentially influenced others with ________.
Jenny just posted a tweet on Twitter about how much she loves a new movie. Jenny has potentially influenced others with ________. A) word-of-mouthB)...
Word-of-mouth communication about products is thought to be influential because it is perceived as ________.
Word-of-mouth communication about products is thought to be influential because it is perceived as ________.A) being more reliableB) coming from a trustworthy...
Which term refers to a piece of information triggering a sequence of interactions?
Which term refers to a piece of information triggering a sequence of interactions?A) information cascadeB) media multiplexityC) information networkingD)...
James is known as a techie. He is the go-to source for his friends when it comes to recommendations on the best in the latest electronics. James is most likely a(n) ________.
James is known as a techie. He is the go-to source for his friends when it comes to recommendations on the best in the latest electronics. James is most...
A ________ is a very short-lived fashion.
A ________ is a very short-lived fashion.A) trendB) fadC) classicD) styleAnswer:&nbs...
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,...
When product information is transmitted from individual to individual it is best known as ________.
When product information is transmitted from individual to individual it is best known as ________.A) word-of-mouthB) C2CC) trickle-acrossD) viral ma...
In the diffusion of innovation process, which group is very slow to adopt new products and constitutes one-sixth of the population?
In the diffusion of innovation process, which group is very slow to adopt new products and constitutes one-sixth of the population?A) innovatorsB) early...
A ________ innovation is a new product that creates major changes in the way we live.
A ________ innovation is a new product that creates major changes in the way we live.A) globally continuousB) continuousC) discontinuousD) dynamically...
Fashion refers to ________.
Fashion refers to ________.A) the process of social diffusion by which a new style is adopted by some consumer groupsB) a particular combination of attributes...
People who supply online product reviews are called ________.
People who supply online product reviews are called ________.A) media recipientsB) media broadcastersC) brand advocatesD) folksonomistsAnswer:&nbs...
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...
Social networking is an integral part of what many call ________, which is characterized by interactive platforms that foster the creation of communities.
Social networking is an integral part of what many call ________, which is characterized by interactive platforms that foster the creation of communities.A)...
According to the ________ perspective, under the right circumstances a group of people is smarter than the smartest people within the group.
According to the ________ perspective, under the right circumstances a group of people is smarter than the smartest people within the group.A) mere exposure...
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...
In advertising terms, a(n) ________ refers to a view or exposure to an advertising message.
In advertising terms, a(n) ________ refers to a view or exposure to an advertising message.A) nodeB) impressionC) connectionD) referenceAnswer:&nbs...
Product information that is transmitted by individuals to individuals is called ________.
Product information that is transmitted by individuals to individuals is called ________.A) independent analysisB) product shuffleC) reactance formationD)...
A(n) ________ is a marketing intermediary retained by a consumer to guide what that consumer buys.
A(n) ________ is a marketing intermediary retained by a consumer to guide what that consumer buys.A) market mavenB) opinion leaderC) power userD) surrogate...
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....
A sociometric network analysis is likely to study all of the following EXCEPT which one?
A sociometric network analysis is likely to study all of the following EXCEPT which one?A) referral behaviorB) the use of surrogate consumersC) the tie...
The importance of weak ties in a social system is demonstrated by their ________.
The importance of weak ties in a social system is demonstrated by their ________.A) bridging functionB) social contagionC) momentum effectD) diffusion...
Recent research on opinion leadership has called into question the traditional view that there are ________ opinion leaders.
Recent research on opinion leadership has called into question the traditional view that there are ________ opinion leaders.A) heterophilousB) generalizedC)...
The opinion leader referred to as a(n) ________ is actively involved in transmitting marketplace information of all types.
The opinion leader referred to as a(n) ________ is actively involved in transmitting marketplace information of all types.A) surrogate consumerB) innovatorC)...
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,...
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...
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