Question 1

What percentage of U.S.product sales is directly tied to word of mouth activity among friends,family,and colleagues?

Accepted Answer

The answer of What percentage of U.S.product sales is directly...

Question 2

The influencing of people during conversations is referred to as

Accepted Answer

The answer of The influencing of people during conversations is...

Question 3

What percentage of all consumer conversations about brands happen face-to-face?

Accepted Answer

According to a study by Engagement Labs, 75 percent of consumer conversations about brands happen face-to-face. This highlights the importance of word-of-mouth marketing and the power of personal recommendations in influencing consumer behavior.

Question 4

Individuals who exert direct or indirect social influence over others are referred to as

Accepted Answer

The term "opinion leader" refers to individuals who exert direct or indirect social influence over others. They are often seen as knowledgeable, respected, and influential, and are often sought out for advice and recommendations. They may be experts in a particular field or simply well-connected in their community or social network. Ultimately, they shape and guide the opinions and behaviors of others, making them a valuable target audience for marketers and advertisers.

Question 5

What percentage of all consumer conversations about brands happen online?

Accepted Answer

The answer of What percentage of all consumer conversations about...

Question 6

What percentage of adults is considered to be opinion leaders?

Accepted Answer

According to research, around 10 percent of adults are considered to be opinion leaders. This group of people tends to be highly influential in shaping the opinions and behavior of others around them. However, the percentage may vary depending upon the type of product or industry.

Question 7

Febreeze is an odor-controlling spray that is manufactured by Procter & Gamble.When Febreeze was introduced,a few people in an Internet chat room stated that the product was harmful to house pets.Though untrue,unfortunately the rumor spread.If P&G had not been convinced it would be a very successful product,it would have dropped Febreeze from its P&G product line as a result of

Accepted Answer

The negative word of mouth about Febreeze being harmful to house pets would have damaged its reputation and sales potential, causing P&G to drop the product from its line.

Question 8

All of the following are marketing activities designed to stimulate conversations that promote positive and retard negative word of mouth EXCEPT:

Accepted Answer

Employing reference and social class groups is not a direct marketing activity designed to stimulate conversations or manage word of mouth; it is more about targeting specific demographics or segments.

Question 9

BzzAgent

Accepted Answer

BzzAgent captures honest word-of-mouth testimonials from satisfied customers who will promote new products or services.

Question 10

About 65 percent of BzzAgents are

Accepted Answer

According to the information provided, about 65 percent of BzzAgents are older than 25 years of age. None of the other answer choices is supported by the given information.

Question 11

Consumers' purchases are often influenced by the views,opinions,or behaviors of others.Two aspects of personal influence that are important to marketers are opinion leadership and __________.

Accepted Answer

Word-of-mouth activity is the other aspect of personal influence that is important to marketers. Opinion leadership refers to individuals who are knowledgeable and often sought out for their opinions on products or services, while word-of-mouth activity refers to the spread of information and recommendations between individuals. Both can have a significant impact on consumer behavior.

Question 12

Your company is introducing a new line of activewear for teenagers and invites the members of the high school track team to a private display of the line.This group consists of __________ for activewear clothing.

Accepted Answer

The members of the high school track team are likely to be considered opinion leaders, as they have influence over their peers when it comes to fitness and activewear. They are seen as experts in this area and often make recommendations to others on what clothing and gear to use.

Question 13

Popularity created by consumer word of mouth is called __________.

Accepted Answer

The term for popularity generated by consumer word of mouth is commonly referred to as "buzz." The other choices may refer to forms of marketing, communication, or spin, but do not specifically relate to consumer-generated popularity.

Question 14

When Citizen (see the ad above)uses a spokesperson such as tennis player Victoria Azarenka to promote its Eco-Drive watches,it believes she is a(n)__________ who can influence the purchase decision of its target market.

Accepted Answer

An opinion leader is a person who has a significant influence on the attitudes and behavior of others in their social circle. Citizen believes that by using Victoria Azarenka, a well-known tennis player, as a spokesperson for its Eco-Drive watches, she can influence the purchase decision of its target market.

Question 15

BzzAgent is a firm that specializes in a marketing strategy known as

Accepted Answer

BzzAgent specializes in creating a "buzz" around a product or brand through word-of-mouth marketing and influencer campaigns, which is also known as buzz marketing.

Question 16

Word of mouth refers to

Accepted Answer

Word of mouth refers to the influencing of people during conversations. It is the act of people talking about a product or service and sharing their opinions and experiences with others. It can be a powerful tool for marketers as it often carries more weight and credibility than traditional advertising.

Question 17

BzzAgent researches a product or service before committing to a campaign and rejects about __________ of the companies that seek its service.

Accepted Answer

The answer of BzzAgent researches a product or service before...

Question 18

People to whom an individual looks as a basis for self-appraisal or as a source of personal standards are referred to as

Accepted Answer

People to whom an individual looks as a basis for self-appraisal or as a source of personal standards are known as reference groups. These groups consist of individuals or groups whose opinions, values, attitudes, and behaviors are used by an individual as the basis for his or her decisions, judgments, and actions. Reference groups may be formed based on various factors such as occupation, income level, education, and hobbies/interests. The influence of reference groups on an individual varies depending on the person's level of identification or social distance with the group.

Question 19

An opinion leader is an individual

Accepted Answer

An opinion leader is a person who can exert direct or indirect social influence over others. They are not necessarily within an organization or specifically focused on marketing, as options A, C, and E suggest. Option B is incorrect because moral suasion is not a defining characteristic of an opinion leader.

Question 20

About __________ of all consumer conversations about brands happen over the phone.

Accepted Answer

The answer of About __________ of all consumer conversations about...

Quiz 5: Understanding Consumer Behavior