Which promotional strategy uses unconventional means, such as street theater, to encourage WOM about products?
A) influence networking
B) guerilla marketing
C) viral marketing
D) POP displays
Answer: B
MKTG 371 Chapter 11
- A ________ is an idea or product that enters the consciousness of people over time.
- 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.
- The tipping point most likely occurs just towards the end of the adoption stage for the ________.
- 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?
- When online ads go viral, they may influence adoption of the product being promoted due to the heightened ________.
- When marketers embed brand messages in social games, they are seeking to influence consumer behavior through 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.
- Ashley, an upper-income consumer with an eye for fashion, loves getting a steal at the Dollar Store. She is engaging in ________.
- 80% of brand mentions online are made by just 6.2% of social media users. Forrester Research calls these influencers ________.
- 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 ________.
- Which term refers to a multiplayer, competitive, goal-oriented activity with defined rules of engagement and online connectivity among a community of players?
- What term refers to the hardware system upon which a social game is played?
- On Flickr, shared photos represent the ________ which is the basis for the network.
- Social networks tend to be more successful if they create a sensation that participants are in a tangible place. This is known as ________.
- Word-of-mouth communication in the form of brand-specific mentions in social media are called ________.
- Tracy loves shopping with her personal shopper, Carrie, at Nordstrom's. Carrie is a ________.
- Which job role best fits the definition of a surrogate consumer?
- Shoppers on Amazon.com can search for products using words like "must read" and "girl power." These categorizations are based on a ________.
- Members of a social network are called ________.
- Opinion leaders are more influential when they are ________.
- Experts that are specialized in a limited number of topics are called ________.
- Experts who are knowledgeable in several fields are called ________.
- On Big Bang Theory, Sheldon Cooper plays a ________ expert with knowledge in topics ranging from flag history to string theory.
- Opinion leaders who are also early purchasers of a product are called ________.