Question 1

An example of a continuous innovation is:

Accepted Answer

A)  radial keratotomy. 
B)  multigrain bread. 
C)  smartphones. 
D)  camcorders. 
A)  radial keratotomy. 
B)  multigrain bread. 
C)  smartphones. 
D)  camcorders. B

Question 2

After a general target market is selected, the strategy whereby the firm initially focuses on those individuals within the target market most likely to be innovators and early adopters is called:

Accepted Answer

A)  market research based on a stage in the product life cycle. 
B)  a 'moving target market' approach. 
C)  a 'stable target market' approach. 
D)  product positioning based on a stage in the product life cycle. 
A)  market research based on a stage in the product life cycle. 
B)  a 'moving target market' approach. 
C)  a 'stable target market' approach. 
D)  product positioning based on a stage in the product life cycle. B

Question 3

Role style refers to individual variations in the performance of a given role.

Accepted Answer

A) True 
 B)False  True

Question 4

Informational influence occurs when:

Accepted Answer

A)  an individual uses the behaviours and opinions of reference group members as potentially useful bits of information. 
B)  an individual fulfils group expectations to gain a direct reward or to avoid a sanction. 
C)  individuals use the perceived group norms and values as a guide for their attitudes and values. 
D)  an individual fulfils group expectations to gain a direct reward or to avoid a sanction and individuals use the perceived group norms and values as a guide for their attitudes and values. 
A)  an individual uses the behaviours and opinions of reference group members as potentially useful bits of information. 
B)  an individual fulfils group expectations to gain a direct reward or to avoid a sanction. 
C)  individuals use the perceived group norms and values as a guide for their attitudes and values. 
D)  an individual fulfils group expectations to gain a direct reward or to avoid a sanction and individuals use the perceived group norms and values as a guide for their attitudes and values.

Question 5

Marketers find it useful to classify groups along all of the following dimensions except:

Accepted Answer

A)  membership. 
B)  type of contact. 
C)  level of aggregation. 
D)  degree of attraction. 
A)  membership. 
B)  type of contact. 
C)  level of aggregation. 
D)  degree of attraction.

Question 6

What are some of the key characteristics of market mavens?

Accepted Answer

Market mavens are individuals who have i

Question 7

Which of the following products is likely to have the least group influence?

Accepted Answer

A)  shoes 
B)  dress 
C)  vitamins 
D)  stereo system 
A)  shoes 
B)  dress 
C)  vitamins 
D)  stereo system

Question 8

A purchase mate:

Accepted Answer

A)  is a person who purchases a product for someone else. 
B)  provides status to the buyer. 
C)  is someone motivated by personal benefits such as status. 
D)  None of the given answers are correct. 
A)  is a person who purchases a product for someone else. 
B)  provides status to the buyer. 
C)  is someone motivated by personal benefits such as status. 
D)  None of the given answers are correct.

Question 9

To use opinion leadership, marketers can:

Accepted Answer

A)  create advisory boards composed of leaders from the target market. 
B)  give samples to opinions leaders. 
C)  give opinion leaders free access to their services. 
D)  All of the given answers are correct. 
A)  create advisory boards composed of leaders from the target market. 
B)  give samples to opinions leaders. 
C)  give opinion leaders free access to their services. 
D)  All of the given answers are correct.

Question 10

In general, adopter categories:

Accepted Answer

A)  are product-category specific. 
B)  are composed of similar individuals across numerous product categories. 
C)  change frequently for the same product category. 
D)  are not useful to marketing managers. 
A)  are product-category specific. 
B)  are composed of similar individuals across numerous product categories. 
C)  change frequently for the same product category. 
D)  are not useful to marketing managers.

Question 11

A norm is a sanction imposed on an individual for violating a group role.

Accepted Answer

A) True 
 B)False

Question 12

An individual's desire to continue performing a given role is known as:

Accepted Answer

A)  a norm. 
B)  a role stereotype. 
C)  the role commitment. 
D)  a sanction. 
A)  a norm. 
B)  a role stereotype. 
C)  the role commitment. 
D)  a sanction.

Question 13

An individual who notices several fellow runners using a new brand of running shoe and purchases a pair because they seem to be working well has engaged in _________________ conformity.

Accepted Answer

A)  informational 
B)  compliance 
C)  identification 
D)  determinant 
A)  informational 
B)  compliance 
C)  identification 
D)  determinant

Question 14

A person who consistently filters, interprets and/or provides information to other group members is _________________.

Accepted Answer

A)  a filter agent 
B)  an opinion leader 
C)  a step generator 
D)  a busybody 
A)  a filter agent 
B)  an opinion leader 
C)  a step generator 
D)  a busybody

Question 15

Whether or not a given product is an innovation is determined by:

Accepted Answer

A)  an objective measure of technological change. 
B)  the research and development department's opinion. 
C)  the perceptions of the potential market. 
D)  the length of time that it has been on the market. 
A)  an objective measure of technological change. 
B)  the research and development department's opinion. 
C)  the perceptions of the potential market. 
D)  the length of time that it has been on the market.

Question 16

How may marketing communication information flows occur when opinion leaders are involved?

Accepted Answer

When opinion leaders are involved, marke

Question 17

Public necessities tend to be associated with __________________ reference group influence.

Accepted Answer

A)  weak product and strong brand 
B)  strong product and weak brand 
C)  weak product and weak brand 
D)  strong product and strong brand 
A)  weak product and strong brand 
B)  strong product and weak brand 
C)  weak product and weak brand 
D)  strong product and strong brand

Question 18

Role acquisition refers to:

Accepted Answer

A)  new roles that individuals choose or which are assigned over time. 
B)  the way an individual fulfils a given role. 
C)  the complete set of roles that an individual fulfils. 
D)  changes in role-required behaviour over time. 
A)  new roles that individuals choose or which are assigned over time. 
B)  the way an individual fulfils a given role. 
C)  the complete set of roles that an individual fulfils. 
D)  changes in role-required behaviour over time.

Question 19

Factors affecting the spread of innovations include:

Accepted Answer

A)  marketing effort, fulfilment of felt need and compatibility. 
B)  type of group, complexity and consumer roles. 
C)  relative advantage, purchase involvement and type of decision. 
D)  all of the given answers. 
A)  marketing effort, fulfilment of felt need and compatibility. 
B)  type of group, complexity and consumer roles. 
C)  relative advantage, purchase involvement and type of decision. 
D)  all of the given answers.

Question 20

Laggards:

Accepted Answer

A)  enjoy social interaction but do not like to spend money. 
B)  tend to be relatively dogmatic. 
C)  never adopt innovations. 
D)  All of the given answers are correct. 
A)  enjoy social interaction but do not like to spend money. 
B)  tend to be relatively dogmatic. 
C)  never adopt innovations. 
D)  All of the given answers are correct.

An example of a continuous innovation is:

After a general target market is selected, the strategy whereby the firm initially focuses on those individuals within the target market most likely to be innovators and early adopters is called:

Role style refers to individual variations in the performance of a given role.

Informational influence occurs when:

Marketers find it useful to classify groups along all of the following dimensions except:

What are some of the key characteristics of market mavens?

Which of the following products is likely to have the least group influence?

A purchase mate:

To use opinion leadership, marketers can:

In general, adopter categories:

A norm is a sanction imposed on an individual for violating a group role.

An individual's desire to continue performing a given role is known as:

An individual who notices several fellow runners using a new brand of running shoe and purchases a pair because they seem to be working well has engaged in _________________ conformity.

A person who consistently filters, interprets and/or provides information to other group members is _________________.

Whether or not a given product is an innovation is determined by:

How may marketing communication information flows occur when opinion leaders are involved?

Public necessities tend to be associated with __________________ reference group influence.

Role acquisition refers to:

Factors affecting the spread of innovations include:

Laggards:

Consumer Behaviour and Marketing Strategy

Situational Influences

Problem Recognition

Information Search

Evaluating and Selecting Alternatives

Outlet Selection and Product Purchase

Post-Purchase Processes, Customer Satisfaction and Consumer Loyalty

Perception

Learning and Memory

Motivation, Personality and Emotion

Attitude and Attitude Change

Australasian Society: Demographics and Lifestyles

Household Structure and Consumption Behaviour

Social Stratification

Culture and Cross-Cultural Variations in Consumer Behaviour

Filters

Exam 14: Group Influence and Communication

An example of a continuous innovation is:

After a general target market is selected, the strategy whereby the firm initially focuses on those individuals within the target market most likely to be innovators and early adopters is called:

Role style refers to individual variations in the performance of a given role.

Informational influence occurs when:

Marketers find it useful to classify groups along all of the following dimensions except:

What are some of the key characteristics of market mavens?

Which of the following products is likely to have the least group influence?

A purchase mate:

To use opinion leadership, marketers can:

In general, adopter categories:

A norm is a sanction imposed on an individual for violating a group role.

An individual's desire to continue performing a given role is known as:

An individual who notices several fellow runners using a new brand of running shoe and purchases a pair because they seem to be working well has engaged in _________________ conformity.

A person who consistently filters, interprets and/or provides information to other group members is _________________.

Whether or not a given product is an innovation is determined by:

How may marketing communication information flows occur when opinion leaders are involved?

Public necessities tend to be associated with __________________ reference group influence.

Role acquisition refers to:

Factors affecting the spread of innovations include:

Laggards:

Consumer Behaviour and Marketing Strategy

Situational Influences

Problem Recognition

Information Search

Evaluating and Selecting Alternatives

Outlet Selection and Product Purchase

Post-Purchase Processes, Customer Satisfaction and Consumer Loyalty

Perception

Learning and Memory

Motivation, Personality and Emotion

Attitude and Attitude Change

Australasian Society: Demographics and Lifestyles

Household Structure and Consumption Behaviour

Social Stratification

Culture and Cross-Cultural Variations in Consumer Behaviour

Filters