Question 1

Which type of reference group influence do marketers use when developing advertisements?

Accepted Answer

Marketers use all three types of reference group influence when developing advertisements.

Question 2

The exchange of advice and information between group members can occur _____.

Accepted Answer

The exchange of advice and information can occur directly and indirectly.

Question 3

Which type of participants in social media tend to be older, are online, but don't participate in social media?

Accepted Answer

Inactives are online but don't participate in social media; they trend older.

Question 4

In experiments, the power of groups to influence an individual to agree with the incorrect judgment of the others is known as the _____.

Accepted Answer

The group has the power to influence an individual to agree with an incorrect judgment.

Question 5

When consumer input is requested by firms online it is called _____.

Accepted Answer

Crowdsourcing can involve setting up a forum in which customers can help other customers with their problems.

Question 6

Social media is part of an online revolution online, sometimes referred to as _____.

Accepted Answer

Web 2.0 involves technologies that allow users to leverage the unique and collaborative capabilities of the Internet.

Question 7

Jamie wants to purchase a notebook computer, but she has limited product knowledge about computers other than how to turn one on and use it. She expects to pay more than $1,000 for this computer, so this is an important decision for her and she wants to make the right choice. For Jamie, this represents a(n) _____.

Accepted Answer

In a high-involvement purchase situation, the purchaser has limited knowledge about an important decision.

Question 8

Which category of Web 2.0 participants are bloggers and post ratings and reviews and tend to be in their late teens to mid-20?

Accepted Answer

Critics tend to be a bit older than Creators-more in the late teens and mid-20s.

Question 9

Which categories of participants are the true leaders of conversation and opinion in Web 2.0?

Accepted Answer

Creators and Critics are the opinion leaders and e-fluentials whose influence cannot be underestimated.

Question 10

Vicki likes to visit a social network site called Fanfiction.com and read the stories that others post on this site. She doesn't really visit very often, and she has never posted a story on this site. Vicki is which type of social media participant?

Accepted Answer

Spectators consume other people's content; they trend young, but also garner more members of the older generations.

Question 11

Which type of communication involves individuals sharing information with other individuals in a verbal form, including face-to-face, phone, and the Internet?

Accepted Answer

WOM involves individuals sharing information with other individuals in a verbal form including face-to-face, phone, and the Internet.

Question 12

Howard is 30 years old, does not create his own content, but consumes other people's content by reading blogs and watching videos. Which category of social media participant is Howard?

Accepted Answer

Spectators consume other people's content; they trend young, but also garner more members of the older generations.

Question 13

Individuals who filter, interpret, or provide product and brand-relevant information to their family, friends, and colleagues are known as _____.

Accepted Answer

Opinion leaders are known in their circles as the "go-to person" for specific types of information.

Question 14

Clara had an unpleasant experience at a local restaurant at lunch one day. She went back to work and told all her coworkers about this experience, and many of them said they would never go back to that restaurant. Which type of communication is this an example of?

Accepted Answer

Word-of-mouth communication involves individuals sharing information with other individuals in a verbal form including face-to-face, phone, and the Internet.

Question 15

The process of one person receiving information from the mass media or other sources and passing it on to others is known as the _____.

Accepted Answer

The two-step flow of communication is the process of one person receiving information from the mass media or other sources and passing it on to others.

Question 16

Which of the following statements is FALSE regarding word-of-mouth (WOM) communications?

Accepted Answer

Consumers generally trust the opinions of persons more than marketing communications because personal sources have no reason to not express their true opinions and feelings.

Question 17

The _____ flow of communication involves opinion leaders for a particular product area who actively seek relevant information from the mass media as well as other sources. These opinion leaders process this information and transmit their interpretations of it to some members of their groups, and these group members also receive information from the mass media and other members who are not opinion leaders as well.

Accepted Answer

Communication flows to and from marketers, opinion leaders, and others who are not experts in a multistep process.

Question 18

John doesn't know very much about electronic equipment, but he wanted to get his girlfriend a tablet for her birthday. His roommate, Hank, knows all about these types of products and made a recommendation to John. For this product category, Hank is known as a(n) _____.

Accepted Answer

Opinion leaders are individuals who filter, interpret, or provide product and brand-relevant information to their family, friends, and colleagues.

Question 19

Stephen is 19 years old and is a participant in social media in that he creates content of his own-Web pages, blogs, videos, and video uploads to places like YouTube. Which category of social media is Stephen?

Accepted Answer

Creators create content of their own and tend to be in the teens and early 20s.

Question 20

Several consumers rely on information they obtain from others they see as knowledgeable about a specific product they are interested in purchasing (i.e., opinion leaders) as well as information they learn from marketing communications (i.e., advertisements) and other people that are not experts in the product category. Which type of communication flow does this represent?

Accepted Answer