Knowledge Quiz
Instructions: There are 25 questions in the quiz. Select the answer that best completes each question below. Answers to these and many other questions about word-of-mouth marketing can be found in the book Let Your Customers Do The Talking (Upstart Publishing, 1996). Answers to this quiz are located at the end of the page with Information About The Book.
- The setting in which most word of mouth occurs is
a. work
b. church
c. home
d. club
- The length of time after their purchase when champion clients are most likely to be talking about your product or service is
a. two days
b. two weeks
c. two years
d. two hours
- The single most powerful driving force in the evolution of business is
a. good advertising
b. a marketing guru
c. the educated consumer
d. foreign competition
- The central figure in word-of-mouth communication is the
a. opinion leader
b. wise marketer
c. competitor
d. majordomo
- Word of mouth is to a great degree controlled by
a. your competition
b. you
c. your marketing department
d. your customers
- Promotion is that part of the marketing mix that
a. creates profit
b. signals value
c. generates sales
d. captures market share
- Each customer you have knows at least ___________ other people that they can influence.
a. 5
b. 500
c. 50
d. 5000
- Promotional success results from
a. a combination of communication efforts
b. good advertising
c. television advertising
d. internet access
- Word of mouth becomes part of the product/service when
a. loyal customers give your product to others
b. opinion leaders talk to others about what your product means to them
c. you service the product the first time
d. you complete the sales transaction with a customer
- The most compelling form of communication is
a. word-of-mouth communication
b. on-line communication
c. mass media communication
d. print media communication
- A "market maven" is someone who
a. knows a lot about advertising on-line
b. knows a lot about shopping for a wide variety of products and services
c. knows a lot about shopping for a specific category of products or services
d. knows a lot about flea markets
- An "influential" is someone who
a. has influence of any kind
b. is a politically involved advisor to others
c. is rich
d. works for someone who is rich
- A "product enthusiast" is someone who
a. knows a lot about computer products and computer marketing
b. knows a lot about shopping for a wide variety of products and services
c. knows a lot about shopping for a specific category of products or services
d. is enthusiastic about all products
- Between ______% and ______% of the population can be considered opinion leaders.
a. 5, 10
b. 10, 20
c. 20, 40
d. 40, 80
- Opinion leaders can be found in _______ segments of the market.
a. two
b. ten
c. female
d. all
- Your most important external marketing resource is the _____________ system.
a. distribution
b. customer service
c. paid advertising
d. quality control
- The only form of advertising that is by consumers and for consumers is
a. mass media
b. publicity
c. word of mouth
d. news paper
- The three steps to a successful word-of-mouth marketing program involves ___________ opinion leaders, ___________ them to talk for you, and then _____________ them when they spread your positive reputation.
a. finding, segmenting, promoting
b. finding, inspiring, thanking
c. reminding, reminding, reminding
d. paying, asking, paying
- The single most important element in handling negative word of mouth is
a. speed of response
b. accuracy of response
c. speed of advertising
d. accuracy of publicity
- Word of mouth occurs in
a. some organizations some of the time
b. some organizations all of the time
c. all organizations some of the time
d. all organizations all of the time
- Word of mouth is common to
a. all service companies only
b. American culture
c. all cultures world wide
d. the internet culture
- The best way to describe the relationship between word of mouth and good advertising is
a. competitive
b. consistent
c. collaborative
d. consequential
- A company can generate word of mouth simply by educating customers about things of interest to them even if the information has nothing to do with the company and its products.
a. never true
b. true some of the time
c. true most of the time
d. true all of the time
- The science that can explain many of the mysteries of word-of-mouth dynamics is
a. psychology
b. chaos
c. calculus
d. computer programming
- The most important indicator that a customer is an opinion leader for your company is
a. social mobility
b. known history of making referrals for you
c. extrovert personality
d. introvert personality
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