University of Texas, El Paso

MKT MISC

Chapter 11

1)Market researchers study people and groups to determine the make-up of those who influence buying decisions of other individuals. In

some situations, those with                             power can influence other individuals who have it in their nature to try to please others. In fact, these individuals

are often studying the behaviors of others in order to determine clues about what they should be doing in a public or social setting.

2. These individuals or groups can be imaginary or actual and their opinions or behaviors are particularly important to consumers. The term that most closely matches this description is:            .

3. Various types of social power held by individuals include information power, referent power, legitimate power, expertpower,

                    .

4. Joe modeled his behavior after other members of the team because he takes others' behavior as evidence of the correct way to act. Joe is conforming because of          .

5. In this chapter, the author discussed the dynamics of decisions made by groups. The initiator is described as the person who brings up the idea, while the         is the individual who conducts the information search and basically controls the information flow to the group.

6. TJ, a construction superintendent, buys building materials on behalf of Croon Construction, Inc. for an upcoming building contract. In terms of marketing, TJ would be called the .

7. When two or more people are involved in the decision-making process, it can become complicated as they often may not have the same level of investment in the outcome, or the same preferences or priorities.

Research discussed in this chapter indicates that marketers call this     .

8. Chandler Equipment is making a repeat repurchase on some familiar equipment, but wants to make some minor modifications.

A business-to-business buying decision of this nature, one which requires limited decision making, is referred to as a                                                                                                                          .

9. Research reveals that in traditional, low-education level families, the female is the primary member responsible for how to spend any surplus funds. Marketers refer to this individual as  .

10. The Chandler family needed to buy a replacement coffeemaker as the old and outdated model on the kitchen counter finally gave up and quit. Since Mr. Chandler was by far the family member that consumed the most coffee, others in the family only drinking an occasional cup, he wanted to make the final decision as to which coffeemaker would be purchased. When studying how families decide on purchases, market researchers use the phrase             to describe the degree to which the member will use the product to satisfy a need.

11. Much of what we know about products we learn through                                                  

communication rather than formal advertising.

12.                 communication is the most important driver of product choice because the information is deemed more reliable and trustworthy since we receive it from people we know.

13. Marketers pump huge sums of money into lavish ads, yet statistics prove that WOM is far more powerful: It influences up to                                                                                                                                  percent of sales of all consumer goods.

14. Studies in both industrial and consumer purchase settings underscore the idea that although information from impersonal sources creates           , consumers rely on WOM in the later stages of evaluation and adoption.

15.                 refers to the degree to which a pair of individuals is similar in terms of education, social status, and beliefs.

16.                  who are knowledgeable about a product and whose views are highly regarded tend to influence others' choices.

17. A             is a term that describes a person who enjoys transmitting many types of marketplace information. These shopaholics are not necessarily interested in the goods they recommend; they simply enjoy a general interest in marketplace activities.

18. Interior decorators, stockbrokers, professional shoppers, and college admissions consultants are all examples of                                                                                                         .

19. A celebrity or an influential industry executive is by definition easy to locate. That person has national or at least regional visibility or has a listing in published directories or on social media. In contrast,                           tend to operate at the local level, and they might influence only a small group of consumers rather than an entire market segment.

20. Opinion leaders are sources of valuable information and can influence the attitudes and behaviors of others through their knowledge power, referent power, and high technical competence, also known as            power.

21.                 have provided access to a plethora of opinions supplied by others regarding products and services. This access has changed the way we learn about and select products.

22. According to market research,                                                       unite those individuals who share a mutual passion for products such asmusic, clothes, automobiles, and beer.

23. Johnny convinces his friends to purchase memberships in the Auto 2 Club, and then gets a cut of every sale he makes. This strategy

of                       gets customers to sell a product to other customers on behalf of the company.

24. A             is a multiplayer, competitive, goal-oriented activity with defined rules of engagement and online connectivity among a community of players.

25. Amazon's ability to recommend books to you based on what other people with similar interests buy gets better as it tracks more and more people who enter search queries. The quality of the site improves as the number of users increases. This is an example of      .