Question 1

Reference groups, opinion leaders, and citizen marketers are

Accepted Answer

A)   types of conventional media channels.
B)   demographic segments of the market.
C)   types of paid product endorsers.
D)   channels of product distribution.
E)   categories of non-media connectors.F) B) and E)
G) None of the above

Question 2

Filters, fanatics, facilitators, and firecrackers are types of citizen marketers.

Accepted Answer

A) True 
 B)False

Question 3

According to a recent study, online word-of-mouth

Accepted Answer

A)   accounts for only seven percent of total word-of-mouth communication.
B)   accounts for the majority of total word-of-mouth communication.
C)   accounts for half of all word-of-mouth communication.
D)   is an intangible type of communication and therefore cannot be measured accurately.
E)   is inversely proportional to the volume of offline media mentions.F) D) and E)
G) A) and D)

Question 4

What do marketers call a marketing phenomenon that facilitates and encourages people to pass along a marketing message?

Accepted Answer

A)   connector contact
B)   integrated marketing
C)   marketing mix
D)   media mix
E)   viral marketingF) A) and B)
G) B) and E)

Question 5

Which of the following is NOT True of reference groups?

Accepted Answer

A)   Reference groups do not carry the weight of authority.
B)   Consumers look to reference groups to guide their buying behavior.
C)   Individuals use reference groups to anchor their own beliefs and attitudes.
D)   Reference groups are familiar to consumers.
E)   Reference groups are not a recent phenomenon.F) None of the above
G) A) and D)

Question 6

What is a reference group? How do reference groups enhance a firm's marketing efforts?

Accepted Answer

Reference groups are a category of non-m...

Question 7

Journalists are usually trained professionals with work experience in the media. Bloggers are most likely to be

Accepted Answer

A)   promoters paid by large media firms to pitch products.
B)   government agents masquerading online as ordinary consumers.
C)   hackers and spammers attempting to steal consumers' identities.
D)   unemployed journalists filling their time while looking for work.
E)   subject specialists without any training in journalism.F) A) and D)
G) B) and D)

Question 8

In what significant ways do bloggers differ from conventional journalists? Why are these differences crucial to a company's marketing effort?

Accepted Answer

Marketers used to interacting with conve...

Question 9

Briefly describe what opinion leaders do. How has Oprah Winfrey acted as an opinion leader?

Accepted Answer

Opinion leaders tend to be respected for...

Question 10

What do MPR professionals call people who tend to be revered for their views on a broad spectrum of topics?

Accepted Answer

A)   thought experts
B)   citizen marketers
C)   connectors
D)   stakeholders
E)   opinion leadersF) D) and E)
G) A) and C)

Question 11

Citizen marketers, according to Ben McConnel and Jackie Huba,

Accepted Answer

A)   are comprised of one homogeneous group of ordinary people.
B)   can be divided into four distinct categories.
C)   are each unique individuals and therefore cannot be categorized.
D)   can be broken down according to conventional demographic traits.
E)   can be divided into industry professionals and celebrities.F) None of the above
G) C) and D)

Question 12

What are the two major sources of blogs? What is the significant difference between these two types?

Accepted Answer

Blogs may be non-media connectors if the...

Question 13

Blogs are considered non-media connectors when they

Accepted Answer

A)   are not written by industry experts or celebrities.
B)   are independent of any news medium.
C)   do not carry advertising messages.
D)   have content that does not revolve around products.
E)   are considered outside of FCC jurisdiction.F) C) and D)
G) A) and C)

Question 14

Identify and describe the three categories of NMCs.

Accepted Answer

In order to convey a message effectively...

Question 15

A 2007 Nielsen study concluded that

Accepted Answer

A)   recommendations by celebrity spokespersons on television are the most trusted form of promotion.
B)   consumers do not rely on recommendations in making purchase decisions.
C)   online shoppers tend to lie when writing product reviews.
D)   recommendations from consumers are the most trusted form of promotion.
E)   mass advertising is still the most effective way to generate word-of-mouth.F) D) and E)
G) A) and C)

Question 16

Marketers can encourage and support non-media connectors by providing content exclusively to consumers in an NMC's

Accepted Answer

A)   sphere of influence.
B)   circle of users.
C)   designated market area.
D)   Internet domain.
E)   locus of control.F) A) and E)
G) D) and E)

Question 17

Firms must have the right connectors in place in order to deliver a message effectively.

Accepted Answer

A) True 
 B)False

Question 18

What is viral marketing? Why is viral marketing important for a firm's brand message?

Accepted Answer

Viral marketing is a marketing phenomeno...

Question 19

In the MPR process, citizen marketers

Accepted Answer

A)   are ordinary people recruited to conduct door-to-door sales.
B)   are low-credibility spokespersons who appear in mass advertising campaigns.
C)   hand out free product samples in major metropolitan areas.
D)   send out annoying chain letters by e-mail.
E)   share their passions for products with other people.F) B) and C)
G) A) and C)

Question 20

Which of the following is NOT an accurate assertion about word-of-mouth?

Accepted Answer

A)   Word-of-mouth is a marketing tool.
B)   Using word-of-mouth is more challenging than other promotional efforts.
C)   Word-of-mouth relies on explicit channels to the consumer.
D)   There is no formal mechanism for marketers to identify word-of-mouth channels.
E)   Word-of-mouth is powerful because it has a high measure of credibility with consumers.F) A) and B)
G) All of the above

Exam 6: Non-Media Connectors and Word-Of-Mouth

Identify and describe the three categories of NMCs.

Correct AnswerverifiedIn order to convey a message effectively...View AnswerShow Answer

According to a recent study, online word-of-mouth

Correct AnswerverifiedShow Answer

Blogs are considered non-media connectors when they

Correct AnswerverifiedShow Answer

What is a reference group? How do reference groups enhance a firm's marketing efforts?

Correct AnswerverifiedReference groups are a category of non-m...View AnswerShow Answer

Briefly describe what opinion leaders do. How has Oprah Winfrey acted as an opinion leader?

Correct AnswerverifiedOpinion leaders tend to be respected for...View AnswerShow Answer

In what significant ways do bloggers differ from conventional journalists? Why are these differences crucial to a company's marketing effort?

Correct AnswerverifiedMarketers used to interacting with conve...View AnswerShow Answer

Citizen marketers, according to Ben McConnel and Jackie Huba,

Correct AnswerverifiedShow Answer

What is viral marketing? Why is viral marketing important for a firm's brand message?

Correct AnswerverifiedViral marketing is a marketing phenomeno...View AnswerShow Answer

Reference groups, opinion leaders, and citizen marketers are

Correct AnswerverifiedShow Answer

Filters, fanatics, facilitators, and firecrackers are types of citizen marketers.

Correct AnswerverifiedShow Answer

In the MPR process, citizen marketers

Correct AnswerverifiedShow Answer

Which of the following is NOT an accurate assertion about word-of-mouth?

Correct AnswerverifiedShow Answer

Firms must have the right connectors in place in order to deliver a message effectively.

Correct AnswerverifiedShow Answer

What do marketers call a marketing phenomenon that facilitates and encourages people to pass along a marketing message?

Correct AnswerverifiedShow Answer

Journalists are usually trained professionals with work experience in the media. Bloggers are most likely to be

Correct AnswerverifiedShow Answer

Which of the following is NOT True of reference groups?

Correct AnswerverifiedShow Answer

What do MPR professionals call people who tend to be revered for their views on a broad spectrum of topics?

Correct AnswerverifiedShow Answer

What are the two major sources of blogs? What is the significant difference between these two types?

Correct AnswerverifiedBlogs may be non-media connectors if the...View AnswerShow Answer

A 2007 Nielsen study concluded that

Correct AnswerverifiedShow Answer

Marketers can encourage and support non-media connectors by providing content exclusively to consumers in an NMC's

Correct AnswerverifiedShow Answer

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In order to convey a message effectively...
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Reference groups are a category of non-m...
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Opinion leaders tend to be respected for...
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Marketers used to interacting with conve...
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Correct Answer
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Viral marketing is a marketing phenomeno...
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Blogs may be non-media connectors if the...
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