The flashcards below were created by user
kyle.coughlin
on FreezingBlue Flashcards.
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Classifying Groups
- membership
- strength of social tie
- type of contact
- attraction
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Brand Communities
can add value to the ownership of the product and build intense loyalty
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Types of Influence
- Informational
- Normative
- Identification
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Informational Influence
watching others and learning
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Normative Influence
do something so you don't get made fun of
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Identification Influence
has internalized values of the group
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Communication within Groups
- WOM (word of mouth)
- Opinion Leaders
- Market Mavens
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Opinion Leaders
the go-to-person for specific info
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Market Maven
go-to-person for everything
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Strategy to Generate WOM
- Advertising
- Product Sampling
- Retailing/Personal Selling
- Creating Buzz
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Online Strategies to Leverage Buzz and WOM
- Viral Marketing
- Consumer Review Sites
- Blogs
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Innovation
an idea, practice, or product perceived to be new
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Continuous Innovation
little change required by purchaser (new type of tooth paste)
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Dynamically Continuous Innovation
moderage change but happy to do so (switching from normal cell phone to smart phone)
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Discontinuous Innovation
major changes are required (switching from paper book to kindle)
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Stages in Adoption Process
awareness --> interest --> evaluation --> trial --> adoption
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Adopter categories
- innovators
- early adopters
- early majority
- late majority
- laggards
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