MKTG 371 EXAM QUESTIONS AND ANSWERS WITH COMPLETE SOLUTIONS VERIFIED
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Course
MKTG 371
Institution
MKTG 371
MKTG 371 EXAM QUESTIONS AND ANSWERS WITH COMPLETE SOLUTIONS VERIFIED
Groups
Two or more individuals who share a set of norms, values, or beliefs and have certain implicitly or explicitly defined relationships to one another such that their behaviors are interdependent. (Ch. 7)
Reference Group
...
Two or more individuals who share a set of norms, values, or beliefs and have certain
implicitly or explicitly defined relationships to one another such that their behaviors are
interdependent. (Ch. 7)
Reference Group
Group whose presumed perspectives or values are being used by an individual as the
basis for his/her current behavior. (Ch. 7)
Informational Influence
Occurs when an individual uses the behaviors and opinions of reference group
members as potentially useful bits of info (Ch. 7)
Normative Influence
occurs when an individual fulfills group expectations to gain a direct reward or to avoid a
sanction (Ch. 7)
Identification Influence
Occurs when individuals have internalized the group's values and norms (Ch. 7)
Virtual Communities
Community that interacts over the time around the topic of interest on the internet
Include emotional attachments within group (Ch. 7)
Brand Communities
, Non-geographically bound community based on a structured set of social relationships
among users and a psychological relationship with the actual brand (Ch. 7)
Consumption Subcultures
A subgroup that self-selects on the basis of a shared commitment to a particular product
or consumption activity.
Must have hierarchy, shared beliefs and unique forms of expression. (Ch. 7)
Opinion Leaders
Go to person for specific types of information. Filters, interprets and passes along info.
Requires enduring involvement and must be category specific (Ch. 7)
Market Maven
Generalized market influencer who provides significant amount of info about various
products. (Ch. 7)
Influentials
Smaller than mavens, 10% of population use networks to reach other 90% (Ch. 7)
E-Influentials
Smallest group of influencers who have significant on and offline presence (Ch. 7)
Reference groups have high influence on following consumption situations
- visible usage
- high relevance of product to group
- low individual purchase confidence
- strong individual commitment to group
- Nonnecessary item
(Ch. 7)
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