Test 2 - Ch 7-12

Question 1

Three components of successful social media marketing program

Answer 1

• Listening – Monitoring the conversations/buzz
• Engaging consumers in order to create conversations/buzz
• Measuring success (or results) to see if investment is worth it – costs are low, but takes staff time

Question 2

Listening

Today is a new audience that

Answer 2

• Trust peers more than advertising
• Are not looking for privacy
• Are looking for recognition as individuals, want ads and products tailored to them

Question 3

Purchase Funnel and Feedback Cycle

Answer 3

Info from marketer to consumer and vice-versa “Customer has a megaphone”

Question 4

Need to reach the “influential” (also called e-fluentials)

Answer 4

• 10% of a brand’s consumers are members of the brand community
• 9% are conversationalists that forward the emails or WOM
• 1% are the influential who are the content generators (opinion leaders/market mavens)

Question 5

Engaging

Touchpoint Analysis

Answer 5

understanding how consumers experience the brand
• Touchpoints are the distinctive experiences that customers might want to hear/talk about
• Experiences that get talked about add up to conversations
• Conduct research to find out what the customer touchpoints are and what customers are saying about your brand and your competitors

Question 6

Ways to engage

Answer 6

• Create content that is relevant and useful to customers
• Create contests that get customers involved
• Create events that customers want to come to and engage with prior to event (keep up on what’s happening in days/weeks leading up to the event)
• NPS is the Net Promoter Score = Positive - Negative

Question 7

1) What is a reference group?

Answer 7

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Question 8

a) Compare and contrast dissociative reference groups with aspiration reference groups.

Answer 8

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Question 9

4) What is the definition and characteristics of a consumption subculture?

Answer 9

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Question 10

a) What is the definition and characteristics of a brand community?

Answer 10

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Question 11

b) What are the similarities and differences between a consumption subculture and a brand community?

Answer 11

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Question 12

5) Describe the 3 types of group influence

Answer 12

1) Normative/Utilitarian (Related to Reward and Coercive forms of social power).
2) Value-Expressive/Identification: (Related to the Referent form of social power).
3) Informational: (Related to the Expert form of social power).

Question 13

1) Normative/Utilitarian (Related to Reward and Coercive forms of social power).

Answer 13

This type of influence derives from the reference person or group’s ability to reward or punish the consumer. These rewards and punishments may be social in nature, as in the dispensing of social approval and disapproval.

Question 14

2) Value-Expressive/Identification: (Related to the Referent form of social power).

Answer 14

This type of influence derives from the consumer’s wish to identify with, or feel similar to, the reference person or group. The consumer experiences enhanced self-esteem through the acceptance of the reference group’s values and behaviors.

Question 15

3) Informational: (Related to the Expert form of social power).

Answer 15

This type of influence derives from the reference person or group’s possession of special knowledge or information that the consumer views as valuable. The consumer is influenced because he/she perceives the reference group’s opinions and choices as being based on superior knowledge.

Question 16

8) What ethical concerns arise in using reference group theory to sell products?
a) Give an example of an ad using reference group influence you believe is unethical.

Answer 16

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Question 17

9) What is WOM?

a) How are social media affecting WOM?

Answer 17

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Question 18

b) What is consumer-generated content (CI 7-1)?

Answer 18

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Question 19

11) What are characteristics of opinion leaders and how do they influence consumers?

Answer 19

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Question 20

a) What are characteristics of market mavens and how do they influence consumers

Answer 20

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Question 21

b) How does a market maven differ from an opinion leader?

Answer 21

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Question 22

12) How are online strategies leveraging buzz and WOM (CI 7-2)?

Answer 22

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Question 23

13) Describe the 3 categories of innovation from the consumer’s perspective and give examples.

Answer 23

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Question 24

14) Describe someone you know who is a(an):
a) Innovator
b) Early adopter
c) Early majority
d) Late majority
e) Laggard

Answer 24

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Question 25

1) How does the chapter opening (Gardenburger) example illustrate the power of perception?

Answer 25

a) The chapter example is about Gardenburger, which makes vegetarian and vegan diet burgers with meatless patties and similar items. (Meatless Meatloaf and Buffalo Chik’n Wings) Competitor made a claim that mycoprotein was “mushroom in origin”. They surveyed their customers and found that that phrase was taken to mean that it included mushrooms, but it didn’t. It was a protein derived from fungus. They petitioned the FDA to regulate the labeling of mycoprotein.

Question 26

2) What is information processing? (Thinking)

Answer 26

A series of activities by which stimuli are perceived, transformed into informative, and stored. (exposure, attention, interpretation, memory)

Question 27

a) How does information processing differ from perception?

Answer 27

Perception doesn’t include Memory.

Question 28

3) What is meant by exposure?

Answer 28

Occurs when a stimulus is placed within a person’s relevant envirionment and comes within range of their sensory receptor nerves. (Gives opportunity to pay attention but no way to know for sure if they will.)

Question 29

a) What determines which stimuli an individual will be exposed to?

Answer 29

i) Selective Exposure and Voluntary Exposure. People seek out exposure to certain stimuli and not to others. People seek information that they think will help them achieve their goals. (Immediate and long-term)

Question 30

b) How do marketers utilize this knowledge about which stimuli an individual will be exposed to?

Answer 30

i) Marketers try to tailor ads to fit the apparent goals of the consumer.

Question 31

4) What are zipping, zapping, and muting?

Answer 31

Ad avoidance. Zipping is fast-forwarding through, Zapping is switching channels, and Muting is turning off the sound during commercials.

Question 32

b) How are marketers dealing with this phenomenon of ad avoidance?

Answer 32

Product placement, or placing their brands within entertainment media.

Question 33

5) What is meant by attention?

Answer 33

Occurs when the stimulus activates one or more sensory receptor nerves, and the resulting sensations go to the brain for processing.

Question 34

a) What 3 factors determine which stimuli an individual will attend to?

Answer 34

The stimulus, the individual, and the situation.

Question 35

6) What are the stimulus factors affecting attention?

Answer 35

Size, intensity, attractive visuals, color, movement, position, isolation, format, contrast and expectations, interestingness (watch for adaptation), and information quantity.

Question 36

7) What are the individual factors affecting attention?

Answer 36

Motivation: Interests and Needs Ability: Referring to the customer’s ability to process the ad effectively.

Question 37

a) How do smart banners use the concept of involvement to gain attention?

Answer 37

Banner ads that are activated based on terms used in search engines. Based on your browser history and cookies, sites put ads that you have searched for such as Sweetwater.com advertising to me.

Question 38

8) What are the situational factors affecting attention and how do they affect attention?

Answer 38

Clutter: the density of stimuli in the environment. | Program Involvement: how interested the viewers are in content around ads.

Question 39

9) What is meant by interpretation?

Answer 39

The assignment of meaning to sensations.

Question 40

a) What is the difference between cognitive and affective interpretation?

Answer 40

Cognitive Interpretation is a process whereby stimuli are placed into existing categories of meaning. (Beliefs) Affective Interpretation is the emotional or feeling response triggered by a stimulus such as an ad.

Question 41

b) How can individual expectations and contextual cues affect interpretation?

Answer 41

There is something called expectation bias. Basically you filter what you’re experiencing through what you expect to experience and it gets rid of things that don’t fit and focuses on what it is expecting. Contextual clues set the stage for what a marketer can do, similar to a canvas size to an artist.

Question 42

10) What is sensory discrimination?

Answer 42

The physiological ability of an individual to distinguish between similar stimuli.

Question 43

a) What is a just noticeable difference (j.n.d.)?

Answer 43

The minimum amount that one brand can differ from another (or from its previous version) with the difference still being noticed.

Question 44

b) How is Weber’s Law (google it) relevant to marketing?

Answer 44

Your response to a stimulus will be within a ratio relative to the original stimuli.

Question 45

12) Explain how you could you use knowledge about the perception process in developing the following marketing strategies. Use specific examples for each that are NOT FROM THE TEXTBOOK). Hint: Perception involves exposing consumers to your ad/product/store, gaining consumers’ attention, and influencing consumers’ interpretations of the stimulus.

Answer 45

a. Formulating retail strategy for a store b. Developing a brand name for a new product c. Developing a logo for a product d. Formulating media strategy for a marketing communications campaign e. Designing an advertisement for a product f. Designing and labeling the package for a product

Question 46

You ended on chapter 9

Answer 46

beginning