A person within a social network of family, friends, and acquaintances who has particular influence on other individuals' attitudes and behavior is referred to as a(n) _____.
a. opinion leader
b. facilitator
c. mediator
d. information leader
e. mentor
Question 2Laddering is a marketing research technique that has been developed to identify links between _____.
a. attributes, consumers, and values
b. attitudes, consumers, and values
c. attributes, consequences, and variables
d. attributes, consequences, and values
e. attitudes, consequences, and values
Question 3Marketing communicationsespecially via advertising mediais critical for getting the information-dissemination ball rolling. Thereafter, it is _____ that drive the flow of information about products, services, and brands.
a. sales promotions
b. social interactions
c. Internet communications
d. public relations
e. personal sales
Question 4A TV commercial for a sports car marketed to young people emphasizes pleasure and freedom as end levels. The advertised car is shown delivering these end levels when the car is transformed into a magic chariot and its young driver is carried away into a fantasyland. In terms of the MECCAS model, the magic chariot technique represents the commercial's _____.
a. driving force
b. leverage point
c. message elements
d. consequences
e. terminal values
Question 5In social networks of interpersonal relationships, consumers' interpersonal relations range along a continuum from very _____ (such as frequent and often intimate communications between friends) to _____ (such as rare interactions between casual acquaintances).
a. weak ties; strong ties
b. close associations; distant associations
c. strong ties; weak ties
d. distant associations; close associations
e. inter-personal ties; intra-personal ties
Question 6In the terms of the MECCAS model, an advertisement that proclaims that pleasure and freedom will result from the purchase of a particular brand is using pleasure and freedom as _____.
a. driving forces
b. leverage points
c. message elements
d. consequences
e. fulcrums
Question 7It has been estimated that the average American consumer participates in excess of 120 WOM conversations over the course of a typical week, with conversations focusing most often on _____.
a. food, beverages and dining
b. media and entertainment
c. sports and hobbies
d. shopping and retail
e. All of these are correct.
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