W2 introduction

Question 1

Sources of influence
Marketing source

Answer 1

Influenced derived from a marketing agent, for example advertising, personal selling
delivered through mass media (advertising) or personally (salespeople)

Question 2

Sources of influence non marketing source

Answer 2

Influence derived from an entity outside a marketing organization, for example friends, family and the media,

Question 3

These sources differ in 2

Answer 3

• type of reach: how many consumer are reached by the source (personal/massmeda)
• two-way communication: the receiver of the message can answer back

Question 4

OPINION LEADERS:

Answer 4

An individual who acts as an information broker between the mass media and the opinions and behaviors of an individual or group

Question 5

OPINION LEADERS: example

Answer 5

influencer doctor

Question 6

OPINION LEADERS 2 facts

Answer 6

• They act as GATEKEEPERS because they control the flow of information between the media and the people.
• They are a non-marketing source, so they have higher credibility.

Question 7

MARKET MAVENS

Answer 7

anna wintour, fashion)
Have information about the marketplace in general.

Question 8

CELEBRITIES ENDORSERS:

Answer 8

A celebrity who endorses a specific product or brand. It’s a hybrid marketing source. The credibility is lower than opinion leaders.

Question 9

INFLUENCERS:

Answer 9

A person with the ability to influence potential buyers of a product or service by promoting or recommending the items on social media.
They are also hybrid marketing sources. The credibility is lower than opinion leaders.

Question 10

ASPIRATIONAL REFERENCE GROUP

Answer 10

A group that we admire and desire to be like

Question 11

ASSOCIATIVE REFERENCE GROUP

Answer 11

A group to which we currently belong.

Question 12

DISSOCIATIVE REFERENCE GROUP

Answer 12

A group we do not want to emulate. (aggressive supporters

Question 13

BRAND COMMUNITIES

Answer 13

A specialized group of consumers with a structured set of relationship involving a particular brand, fellow customers of that brand and the product in use

Question 14

Characteristics of reference groups:
Degree of contact
2

Answer 14

• Primary reference group: a group with whom we have physical face to face interaction
• Secondary reference group: a group with whom we do not have a direct contact

Question 15

FORMALITY

Answer 15

: the extent to which a group follows formal structure with specific rules (sororitys

Question 16

HOMOPHILY

Answer 16

The overall similarity among members in the social system.

Question 17

ATTRACTIVENESS

Answer 17

: How much attractive the members consider the group.

Question 18

DENSITY:

Answer 18

: The extent to which the different member in the group know each other.

Question 19

IDENTIFICATION:

Answer 19

The extent to which people identify themselves with their group.

Question 20

TIE STRENGTH:

Answer 20

The extent to which a close, intimate relationship connects people.

Question 21

what are the most importatn influnces? 2

Answer 21

Online reviews and wom