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1 | |
Reference groups are groups of individuals whose: |
| | A) | Expertise and friendship are sought by members of outgroups |
| | B) | Situation is such that they maintain association with others for mutual benefit |
| | C) | Opinions drive the marketplace in relation to the preferences of the general public |
| | D) | Presumed perspectives or values are being used by an individual as the basis for his or her current behavior |
| | E) | None of the Above |
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2 | |
The three classification criteria for groups are: |
| | A) | Type, size, and structure |
| | B) | Membership, category, and financial contribution |
| | C) | Membership, attraction, and contact |
| | D) | Structure, contact, and membership |
| | E) | None of the Above |
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3 | |
A primary group reference is one that: |
| | A) | Is characterized as having aspirational qualities |
| | B) | Involves formal membership |
| | C) | Represents the most popular reference group |
| | D) | Is characterized by frequent contact |
| | E) | None of the Above |
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4 | |
The type of group influence that is based on the degree of reward or sanction from group members is: |
| | A) | Identification |
| | B) | Informational |
| | C) | Normative |
| | D) | Materialistic |
| | E) | None of the Above |
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5 | |
The type of group influence that is based on acquiring information from the group members is: |
| | A) | Normative |
| | B) | Informational |
| | C) | Identification |
| | D) | Educational |
| | E) | None of the Above |
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6 | |
The type of group influence that is based on the degree to which group attitudes and values guide individual attitudes and values is: |
| | A) | Identification |
| | B) | Informational |
| | C) | Subculture |
| | D) | Cohort |
| | E) | None of the Above |
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7 | |
The degree of reference group influence is based on: |
| | A) | The level of necessity of an item |
| | B) | The visibility of usage |
| | C) | The commitment to the group |
| | D) | The level of individual expertise |
| | E) | All of the above |
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8 | |
Individuals maintain reference groups based on: |
| | A) | Socialization |
| | B) | Lifestyles |
| | C) | Self-concepts |
| | D) | Situational and role changes |
| | E) | None of the Above |
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9 | |
The two most effective means of group communication are: |
| | A) | Product knowledge and purchase involvement |
| | B) | Market maven and decision maker |
| | C) | Camaraderie and expertise |
| | D) | Enduring involvement and word of mouth |
| | E) | Word of mouth and opinion leadership |
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10 | |
Opinion leaders are characterized by an interest in a product area in conjunction with time, known as: |
| | A) | Enduring involvement |
| | B) | Long-term consumption |
| | C) | Frequency rates |
| | D) | Consumption flow |
| | E) | None of the Above |
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11 | |
The communication of an idea, practice, or product, perceived to be new by the relevant individual or group through a group is called the: |
| | A) | Cross-culturation of ideas |
| | B) | Grapevine |
| | C) | Opinion loop |
| | D) | Diffusion of an innovation |
| | E) | None of the Above |
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12 | |
A discontinuous innovation is defined as: |
| | A) | A new product that requires major changes in behavior |
| | B) | A new product that utilizes cutting edge technology |
| | C) | An invention that consumers are unfamiliar |
| | D) | A new product whose initial use if by early adopters |
| | E) | None of the Above |
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13 | |
In order to accelerate diffusion of an innovation, marketers can: |
| | A) | Highlight the relative advantage of the innovation |
| | B) | Offer free trial |
| | C) | Decrease the perceived risk |
| | D) | Increase marketing budgets |
| | E) | All of the above |
| | F) | None of the Above |
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14 | |
The adoption cycle recognizes: |
| | A) | The purchasing frequency by segments of the population |
| | B) | A categorical analysis of a continuous innovation |
| | C) | The varying number of individuals who begin using an innovation |
| | D) | The consumption rate of individuals across reference groups |
| | E) | None of the Above |
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15 | |
Diffusion enhancement strategies focus on: |
| | A) | Increasing laggard participation and purchase |
| | B) | Test-market analysis used in improving product quality |
| | C) | The increase of diffusion inhibitors |
| | D) | Market acceptance |
| | E) | None of the Above |
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