Ch 10.2

Your employer represents a power base that can provide positive reinforcement in the form of promotions or salary increases. Your employer has what kind of power?

The capacity to alter the actions of others is referred to as:

The cosmetic retailer Clinique has their staff wear lab coats to keep with the positioning of their products being "allergy tested." They are depicting _____ power.

Consumers' desire to identify with desirable others is the primary motivator for many of our purchases.

Reference groups include only family members whom we have grown up with and trust.

Reference groups influence people in three ways: unitarian, value-expressive, and informational.

Small informal groups exert minimal influence on individual consumers.

A membership reference group comprises idealized figures such as successful business people, athletes, or performers.

The likelihood that someone will join your reference group is enhanced if the person does not have propinquity to you.

Bill and James have been friends since grade school. Bill has since gone into accounting while James runs his own service station and auto repair shop. Before Bill decided which new car to buy, he asked James what he thought about the model he was considering. For cars, James was Bill's:

A marketing manager wanted to identify opinion leaders for her product category. What should she look for?

Marjorie is an expert in gardening, bird watching, and opera. As an opinion leader, she can be described as:

Two of Joe's friends knew more than he would ever know about automobiles, but Joe always went to Alberto when he had a question because he and Alberto shared something called homophily. Which of the following statements best describes their relationship?

Opinion leaders who are also among the first purchasers of new products they recommend are called:

Margaret stayed on top of what was happening in the marketplace, but she was not necessarily the first to purchase items when they first came out. Margaret would be classified as a(n):

Some people are hired to make recommendations or actual purchases for others, such as an interior designer who "re-does" a home, or a broker who is entrusted with buy/sell decisions on behalf of investors. In essence, the ultimate user has relinquished decision-making control. The term for the designer or broker is:

Jose is a buyer for a large company that sells herbs. He is constantly on the lookout for new sources of herbs and needs to be up on any change in the growing conditions and health of any given crop. Jose has volunteered to be a subject in a large university study that asks each individual whether they consider themselves to be opinion leaders. This technique is known as:

Luis and Josie were close friends. They met years ago in a cooking class and both became caterers. Luis specializes in cuisine from South America, and Josie in Asian fare. Josie's husband Steven was asked to plan the annual office party. This year's theme was Carnaval. What tie strength exists?

Opinion leaders are extremely valuable information sources because they possess social power.

Homophily refers to the degree to which two individuals are similar in terms of specific expert fields.

A major reason that marketers are concerned with what people say about a product is that word-of-mouth communication:

Amanda thought she had been cheated by a local car dealership. She was so upset that she created a website to share her story with the world. What is the most likely result of Amanda's action?

Which of the following statements accurately reflects a factor encouraging WOM?

Promotional strategies that use unconventional locations and intensive word-of-mouth campaigns to push products is termed _____ marketing.

_____ refers to activities undertaken by marketers to encourage consumers to spread word of mouth about the brand.

Although WOM is a powerful method of marketing communication, it still accounts for only about one-third of all consumer goods sales.

When Dale experienced a stomach upset after eating at a newly opened restaurant, she told all her friends. This is an example of negative WOM.

The strategy of getting customers to sell a product on behalf of the company that creates it is called:

_____ are exchanges of resources, information, or influence among members of a social network.

_____ refers to the notion that social media flows of communication go in many directions at any point in time, often on multiple platforms.

Shawn enjoys looking at activity on a consumption community for soccer enthusiasts, but he only looks at the actions of others and does not actively participate. In other words, he is a(n):

In online contexts, when a post is typed in ALL CAPITALS TO EXPRESS SHOUTING OR ANGER, this is typically a violation of:

Flows are exchanges of resources, information, or influence among members of the network.

In online contexts, lurkers are those who like to watch but don't participate.