1. In the recent development of Word of Mouth theory, marketers and researchers
ID: 433106 • Letter: 1
Question
1. In the recent development of Word of Mouth theory, marketers and researchers believe that information flow and market messages are no longer unidirectionally from opinion leaders to the other members, but rather are exchanged among consumers in a network. This theory is called
___________.
a. The Network Coproduction Model
b. The Organic Interconsumer Influence Model
c. The opinion leader model
d. The Linear Marketer Influence Model
2. The number and type of members that make up a distribution channel
a. Are the same within a specific industry.
b. Are the same in every country
c. Are always fixed at 4--producer, wholesaler, retailer, consumer
d. Vary from company to company, even in the same industry
3. we have discussed various motives for consumers to write reviews online. Take a look of the following example from a user's review on Balls Of Fury from movies.yahoo.com "this movie was horrible, so horrible that i signed up an account just to rate how ridiculous it was."(Balls Of Fury #151) His/her motivation could be best described as:
a. Seeking Advice
b. Altruism.
c. Excitement
d. Demonstrating his/her expertise
Anxiety Reduction
4. The highest level commitment that a company can make to international marketing would be
__________.
a Joint venturing
b. Exporting
c. Franchising
d. Direct investment
Explanation / Answer
1.
B
It is the model that emphasizes the interaction between the consumers and its happening without the direct influence of the organization’s marketing drive.
2.
D
The number of members in the distribution channel, depends upon the type of marketing, rather only upon the industry. For example, direct marketing or internet based marketing require least numbers in the distribution network.
3.
B.
It is the altruism of the person that wants others to know about the horrible nature of the movie.
4.
D
It is the direct investment that has highest level of investment, control and risk. So, it has highest level of commitment also.
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