Podcast
Questions and Answers
Which term describes a situation where a consumer adopts a new product to conform to their group?
Which term describes a situation where a consumer adopts a new product to conform to their group?
Descriptive social norms relate to what others in a social group would approve of.
Descriptive social norms relate to what others in a social group would approve of.
False
What is the primary difference between descriptive and injunctive social norms?
What is the primary difference between descriptive and injunctive social norms?
Descriptive norms relate to what others in a group would do, while injunctive norms relate to what others in a group would approve of.
________ is a method used by marketers to identify influentials by letting consumers self-identify their influence.
________ is a method used by marketers to identify influentials by letting consumers self-identify their influence.
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Match the following marketing methods with their descriptions:
Match the following marketing methods with their descriptions:
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Which of the following is an example of guerilla marketing?
Which of the following is an example of guerilla marketing?
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Opinion leaders are less effective than mass media in influencing consumers.
Opinion leaders are less effective than mass media in influencing consumers.
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What term describes the exponential expansion of word-of-mouth marketing?
What term describes the exponential expansion of word-of-mouth marketing?
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The strategy of providing samples to potential customers in order to generate word-of-mouth is called ______.
The strategy of providing samples to potential customers in order to generate word-of-mouth is called ______.
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Match the types of influentials with their descriptions:
Match the types of influentials with their descriptions:
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Which of the following is NOT a mechanism by which influentials impact consumption choices?
Which of the following is NOT a mechanism by which influentials impact consumption choices?
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Building a brand community is effective only for geographically bound consumers.
Building a brand community is effective only for geographically bound consumers.
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What is the primary goal of marketers when utilizing opinion leaders?
What is the primary goal of marketers when utilizing opinion leaders?
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Study Notes
Leveraging Groups in Marketing
- Marketers utilize groups to spread word-of-mouth (WOM) effectively. Skeptical consumers, less susceptible to advertising, are more influenced by peers' experiences.
Stimulating Word-of-Mouth
- Advertising: Engaging ads spark WOM. Offering free products to recommenders incentivizes the process; often recommenders are opinion leaders.
- Product Sampling: Providing samples (seeding) to potential customers, especially opinion leaders, is a key strategy.
- Buzz Marketing: Exploiting the exponential spread of WOM. Marketers provide information and samples to opinion leaders or celebrities, sponsor trendy events, and leverage "buzz" to build brand excitement and mystique. Guerilla marketing utilizes this. Examples include using actors posing as tourists to showcase new products.
- Brand Communities: Creating communities around a brand generates engagement. These non-geographic groups are formed from the shared experience and emotional attachment to the product/brand.
Influential and Diffusion
- Influential: The study identifies a spectrum of influential in product adoption, including lead users, market mavens, experts, heavy/light users, social hubs, social connectors, boundary spanners, and opinion leaders.
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Mechanisms of Influence: Four mechanisms drive influence:
- Contact: Exposure of consumers to new products through other adopters.
- Socialization: Discussion and shared understanding among users, leading to normative insights.
- Status Competition: Adoption driven by maintaining or improving social standing.
- Social Norms: Conformity to group expectations regarding adoption.
- Normative Processes: A complex process; perceptions of peer approval are crucial. This is stronger for products linked to social identity. Different types exist: descriptive norms (what others do) and injunctive norms (what others approve of).
Identifying and Targeting Influential
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Methods to identify:
- Self-identification (measuring perceived influence).
- Peer identification (using sociometric/snowball data or key informants).
- Observation-based data (online social platforms or referral programs).
- Targeting Challenges: Targeting influential remains challenging.
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Targeting Strategies:
- Utilize mass media.
- Utilize seeding (providing free products/discounts to influential).
- Communicate directly and track reactions (e.g., providing free products to bloggers).
- Cultivate own influential by identifying individuals with status, mobility, and confidence.
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Description
This quiz explores the strategies marketers use to leverage groups for effective word-of-mouth (WOM) marketing. You'll learn about advertising techniques, product sampling, buzz marketing, and the role of brand communities in fostering engagement. Test your knowledge on how these tactics influence consumer behavior and brand perception.
