Question 1

Explain the concept of a virtual world and then explain how the popularity of such virtual worlds may influence marketers' strategies.

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Question 2

Explain the concept of guerrilla marketing and give an illustration of how this promotion/communication technique might be applied.Be specific in your comments.

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Question 3

Product-related conversations (word-of-mouth)result because people enjoy talking about things that interest them,people have a genuine desire to help others,and people gain an ego boost from spreading knowledge.However,customers will talk much more about negative product and service experiences than positive ones.Why?

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Question 4

What type of power does a class have as a whole to control the behaviour of a professor? As you consider the answer,list each of the six types of power outlined in the text and discuss each type of power as it might be related to this question.

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Question 5

What characteristics of opinion leaders make them valuable sources for product information?

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Question 6

Explain why opinion leaders are hard to identify.

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Question 7

Briefly describe the characteristics of someone who is role-relaxed.

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Question 8

Describe the meaning of social power.What are the six bases of social power within reference groups? Give an example of how each one might be used.

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Question 9

With respect to opinion leadership,compare the self-designating model and the key informant method.

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Quiz 10: Groups and Social Connections