Deck 10: Group and Interpersonal Communications for Innovations: Adoption and Diffusion Processes

Question 1

Flankers are a firm's mainstream products.

Answer 1

False

Question 2

In order to attain relative advantage, a new product must have a discernible, meaningful difference along one or more determinant buying criteria.

Answer 2

True

Question 3

Diffusion is the behavior involved when consumers decide whether or not to commit regularly to the use of a product or service.

Answer 3

False

Question 4

Bacardi makes a new malted beverage which mimics the taste of a mojito. This is a line extension.

Question 5

Of Robertson's three types of innovations, continuous innovations have the least disruptive influence on established patterns of consumer behavior.

Question 6

An important factor in the adoption and diffusion of innovations is the social system through which individuals influence their fellow consumers.

Question 7

Interpersonal communication can be by both written correspondence and personal electronic communication.

Question 8

It makes sense in light of word-of-mouth communication, including online communication, that "A satisfied customer is your best salesperson."

Question 9

Teaser advertising involves employing tactics that make a product seem unreachable or inaccessible to lower-class consumers.

Question 10

Original animated minivideo episodes for the Internet similar to television shows with recurring episodes are called multistage episode techniques.

Question 11

Shawna notices that all of her friends now have smart phones but she still has an older phone with no Internet access or applications. What type of behavior is Shawna displaying?

A) Innovation adaptation
B) Innovation resistance
C) Restaging resistance
D) Core product adaptation
E) Continuous innovation

Question 12

Juicy Couture has now expanded from designer fashions and tracksuits to a new yoga line. What is this an example of?

A) Franchise extension
B) Line extension
C) Dynamic innovation
D) Core extension
E) Umbrella marketing

Question 13

Next-generation products are __________.

A) Variations on a firm's existing products
B) Additions to a product line that carry a new brand name
C) Modifications of existing products that result in replacing a previous version of the product
D) Products that are established in the marketplace but new to the firm producing them
E) Products that are being researched and developed and have not yet appeared on the market

Question 14

The personal exchange of information between two or more individuals is __________.

A) Interpersonal communication
B) Buzz communication
C) Word-of-mouth communication
D) Social channel communication
E) Campaign communication

Question 15

The extent to which that individual directly or indirectly changes others' attitudes and behaviors is __________.

A) Opinion following
B) Opinion leadership
C) Opinion seeking
D) Opinion referring
E) Opinion overlap

Question 16

A form of buzz marketing whereby companies lure key customers with coveted items that are deliberately kept in short supply, such as cool gadgets or free products is __________.

A) Product missionary marketing
B) Objective method marketing
C) Subjective method marketing
D) Stealth marketing
E) Guerilla marketing

Question 17

Low-budget marketing efforts executed, often in unconventional ways, in local communities to deliver marketing messages to target audiences where they live, work, or play is __________.

A) Product missionary marketing
B) Objective method marketing
C) Subjective method marketing
D) Stealth marketing
E) Guerilla marketing

Question 18

The 2007 Elf Yourself Christmas campaign for Office Max generated buzz over the Internet and through email. The campaign facilitated and encouraged current and potential customers to pass along the Office Max marketing message rapidly. What is this an example of?

A) Guerilla marketing
B) Stealth marketing
C) Viral marketing
D) Multilevel marketing
E) Interactive marketing

Question 19

On the cover of US Weekly, Katie Holmes was seen pushing a European stroller called the Maclaren, which was given to her complimentary by the company. What is this an example of?

A) Viral marketing
B) Stealth marketing
C) Opinion leader
D) Star perks
E) Subjective marketing
Short-Answer Questions

Question 20

Describe each of the five innovation characteristics that influence probability of adoption and diffusion and cite a marketing implication for each.

Question 21

What are two major marketing implications for categorizing innovation by behavioral change?

Question 22

Cite three types of products for which word-of-mouth communication is important.

Question 23

Internet-mediated word of mouth takes on two forms. Describe each.

Question 24

What is the two-step flow of communication theory? How does it differ from the multistep communication model?

Question 25

Provide a personal example of an opinion leader. Support your answer by providing demographic, social, personality and behavioral characteristics of your example.

Question 26

Define the three research techniques for identifying opinion leaders.

Question 27

Provide two advertising approaches that stimulate word of mouth communication.

Question 28

What is celebrity seeding? Provide an example.

Question 29

Cite four advertising and promotional tactics which stimulate word of mouth advertising.