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) meme
B) belief
C) norm
D) value


Answer: A

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 is an example of a ________ innovation.

A) complex
B) reverse
C) social
D) meme

Answer: B

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) innovators
B) early adopters
C) early majority
D) mass connectors

Answer: B

Which promotional strategy uses unconventional means, such as street theater, to encourage WOM about products?

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

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

Answer: A

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) complexity
B) observability
C) compatibility
D) trialability

Answer: B

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) social proof
B) observability
C) compatibility
D) trialability

Answer: B

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

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 proof
B) social shopping
C) folksonomy
D) parody display

Answer: D

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) salespeople
B) power users
C) mass connectors
D) mass networker

Answer: C

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

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 players? 

A) transactional advertising
B) viral marketing
C) social game
D) milieu

Answer: C

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) genre
B) platform
C) mode
D) milieu

Answer: B

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 strength
B) social object
C) node
D) graph

Answer: B

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) presence
B) social object
C) atmospherics
D) framing

Answer: A

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 cascades
B) influence impressions
C) social objects
D) generalized opinion leadership

Answer: B

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 maven
B) opinion leader
C) surrogate consumer
D) fashionista

Answer: C

Which job role best fits the definition of a surrogate consumer?

Which job role best fits the definition of a surrogate consumer?

A) physician
B) interior decorator
C) physical trainer
D) psychologist

Answer: B

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) folksonomy
B) taxonomy
C) genre
D) milieu

Answer: A

Members of a social network are called ________.

Members of a social network are called ________.

A) followers
B) friends
C) nodes
D) modules

Answer: C