Deck 9: New Product Buying

Question 1

Individuals who actively and deliberately shape and form the thoughts of others, from a (usually impersonal) position of some perceived level of expertise, for example, motoring journalists or TV personalities are:

A) innovators
B) early adopters
C) opinion leaders
D) opinion formers

Answer 1

opinion formers

Question 2

Political targeting of journalists to influence how political affairs are communicated is an example of using:

A) opinion formers
B) opinion leaders
C) adapters
D) innovators

Answer 2

opinion leaders

Question 3

A 'simulated' opinion leader would be:

A) James Bond
B) a motor journalist
C) a political journalist
D) a market maven

Answer 3

James Bond

Question 4

An informediary is:

A) a market maven operating via the internet
B) an adapter
C) an innovator
D) a simulated opinion leader

Question 5

The two-step flow of communications model was developed by:

A) Robertson
B) Rogers
C) Lavidge and Steiner
D) Lazarsfeld

Question 6

Who found that many motor company press releases to the regional press were merely 'scanned in'?

A) Lavidge and Steiner
B) Foxall
C) Evans and Fill
D) Moore

Question 7

Who identified a chasm between the early adopters and early majority for technological products?

A) Lavidge and Steiner
B) Foxall
C) Evans and Fill
D) Moore

Question 8

Which of the following is not a criterion for acceptance of innovations suggested by Rogers?

A) The degree to which a product is consistent with consumers' current values, cognitions and behaviours
B) The degree to which an item has a sustainable, competitive, differential advantage over other product classes, product forms and brands
C) The degree to which a product can be tried on a limited basis or divided into small quantities for an inexpensive trial
D) The degree to which people are open minded about new technologies such as the internet

Question 9

As per Davis's (1989) Technology Acceptance Model, which of the following can predict consumers' attitudes towards using a new technology:

A) Perceived expertise and familiarity
B) Perceived ease of use and perceived usefulness
C) Perceived familiarity and brand image
D) Intentions to use the new technology

Question 10

Which of the following correctly describes buzz marketing?

A) Planting a company representative in a social setting with a view to spread positive word of mouth about a particular product or brand
B) Advertising in mass media to persuade new customers and encourage them to switch
C) Public relations activities such as organizing a new product launch ceremony
D) Sales promotion offers to entice existing customers

Question 11

Which of the following correctly illustrates the phenomenon of Retro Marketing?

A) Re-launching of a product that has been popular in the past with emphasis on nostalgic value
B) Introducing innovations in the market place for the first time
C) Marketing efforts to promote a brand at a global level
D) Brand managers allocated additional amounts of below the line advertising

Question 12

Dynamically continuous innovations are revolutionary not evolutionary.

Question 13

Most of the new product launches each year tend to fit the discontinuous category.

Question 14

Ehrenberg's 'Awareness, Trial, Reinforcement' (ATR) model focuses on reinforcement which can lead to repeat purchase.

Question 15

The Late Majority tend to be sceptical and need much pressure from peers before they adopt. They are below average in terms of income, status and education, etc. They adopt when they perceive little risk, perhaps when they see others like themselves using an innovative product.

Question 16

Moore's 'chasm' is between the late adopters and laggards.

Question 17

Cognitive style is concerned with how individuals make decisions and solve problems.

Question 18

Kirton Adaption Innovation Inventory scales can identify individuals' positions along one particular continuum: the Innovator to laggard continuum.

Question 19

Consumers receive information about new products from a variety of sources including from those who are thought to possess special knowledge and expertise. These intervening participants are often regarded as credible because they are perceived to be trustworthy and because they are believed to have expertise in a particular product area, but this is not the same as the two-step flow' model.

Question 20

Mancuso's 1969 experiment reflects the potential persuasive power of simulated opinion leaders.

Question 21

Healy (2004) reports that some medical test results on drugs have been affected by the drug company that sponsored the academic research with some research articles being ghostwritten by the company.

Question 22

As per Foxall and Bhate (1993), at the problem recognition stage, the less involved adaptor is less likely than the innovator to seek problems and ignore radical or discontinuous innovations.

Question 23

Lewis et al (2008) reported that 60% of press articles and 34% of stories broadcasted were sourced from PR or wire services

Question 24

'Young influentials' is a term used to describe opinion leading role played by friends.

Question 25

One way of democratising innovation is to consult consumers who are highly involved with their products category and engage with social networking and company sponsored online communities, for ideas for new products.

Question 26

Stimulating Opinion Leadership is concerned with encouraging people to encourage people to express their political opinions.

Question 27

What is meant by 'adoption'?

Question 28

What is 'advocacy'?

Question 29

What is meant by diffusion-adoption of innovations?

Question 30

What is innovativeness in a consumer?

Question 31

What is the Kirton adoption innovation continuum?

Question 32

What are market mavens?

Question 33

What is an opinion former?

Question 34

What is an opinion leader?

Question 35

What is meant by 'word of mouth'?

Question 36

What are discontinuous innovations?

Question 37

What are dynamically continuous innovations?

Question 38

What are continuous innovations?

Question 39

What is the compatibility criterion for the acceptance of innovations?

Question 40

How are the early majority described?

Question 41

What is Retro Marketing?

Question 42

Explain the Technology Acceptance Model (TAM)?