MKTG 371: CHAPTER 12 EXAM QUESTIONS AND ANSWERS
WITH COMPLETE SOLUTIONS VERIFIED
A marketing manager who wants to identify opinion leaders for her product
category should do which of the following?
A) She should find government officials who use the product.
B) She should find socially active persons who are very interested in the product
category.
C) She should find intellectuals who can write academic papers about the product
category.
D) She should look for people who rely on reward power to develop interest in a
product.
B
Which of the following statements most accurately defines homophily?
A) Homophily is the degree to which a pair of individuals is similar in terms of
education, social status, and beliefs.
B) Homophily is the degree to which a pair of individuals is similar in terms of
monetary wealth and lifestyle.
C) Homophily is the degree to which a pair of individuals is similar in terms of
ethnicity.
D) Homophily is the degree to which a pair of individuals is similar in terms of
sexual orientation.
,A
Recent research on opinion leadership has called into question the traditional
view that there are ________ opinion leaders.
A) heterophilous
B) generalized
C) polymorphic
D) monomorphic
B
The opinion leader referred to as a(n) ________ is actively involved in
transmitting marketplace information of all types.
A) surrogate consumer
B) innovator
C) monomorphic leader
D) market maven
D
A(n) ________ is a marketing intermediary retained by a consumer to guide what
that consumer buys.
A) market maven
B) opinion leader
C) power user
D) surrogate consumer
D
, Several research methods are used to study reference groups and opinion
leadership. ________ methods trace communication patterns among members of
a group. These techniques allow researchers to systematically map out the
interactions that take place among group members.
A) Momentum
B) Behavioral
C) Sociometric
D) Geodemographic
C
A sociometric network analysis is likely to study all of the following EXCEPT
which one?
A) referral behavior
B) the use of surrogate consumers
C) the tie strength between members of a network
D) communication in social systems
B
The importance of weak ties in a social system is demonstrated by their
________.
A) bridging function
B) social contagion
C) momentum effect
D) diffusion of responsibility
A
WITH COMPLETE SOLUTIONS VERIFIED
A marketing manager who wants to identify opinion leaders for her product
category should do which of the following?
A) She should find government officials who use the product.
B) She should find socially active persons who are very interested in the product
category.
C) She should find intellectuals who can write academic papers about the product
category.
D) She should look for people who rely on reward power to develop interest in a
product.
B
Which of the following statements most accurately defines homophily?
A) Homophily is the degree to which a pair of individuals is similar in terms of
education, social status, and beliefs.
B) Homophily is the degree to which a pair of individuals is similar in terms of
monetary wealth and lifestyle.
C) Homophily is the degree to which a pair of individuals is similar in terms of
ethnicity.
D) Homophily is the degree to which a pair of individuals is similar in terms of
sexual orientation.
,A
Recent research on opinion leadership has called into question the traditional
view that there are ________ opinion leaders.
A) heterophilous
B) generalized
C) polymorphic
D) monomorphic
B
The opinion leader referred to as a(n) ________ is actively involved in
transmitting marketplace information of all types.
A) surrogate consumer
B) innovator
C) monomorphic leader
D) market maven
D
A(n) ________ is a marketing intermediary retained by a consumer to guide what
that consumer buys.
A) market maven
B) opinion leader
C) power user
D) surrogate consumer
D
, Several research methods are used to study reference groups and opinion
leadership. ________ methods trace communication patterns among members of
a group. These techniques allow researchers to systematically map out the
interactions that take place among group members.
A) Momentum
B) Behavioral
C) Sociometric
D) Geodemographic
C
A sociometric network analysis is likely to study all of the following EXCEPT
which one?
A) referral behavior
B) the use of surrogate consumers
C) the tie strength between members of a network
D) communication in social systems
B
The importance of weak ties in a social system is demonstrated by their
________.
A) bridging function
B) social contagion
C) momentum effect
D) diffusion of responsibility
A
