Asked by Jasmine Queen-O'Connell on Jun 16, 2024
Verified
A marketing manager wanted to identify opinion leaders for her product category. What should she look for?
A) She should find community leaders who use the product.
B) She should find socially active persons who are intensely interested in the product category and who are similar to other customers.
C) She should look for people who stand out in a crowd.
D) She should look for people that have enough knowledge about a product category to intimidate other people to become interested.
Opinion Leaders
Individuals who have significant influence on the opinions, attitudes, and behaviors of others within their community or social network.
Socially Active
Describes individuals or entities that are highly engaged in social activities or social networks.
- Discern and elaborate on the sundry forms of power and their influence on actions and conduct.
- Clarify the definition of reference groups and cite instances of their utility in marketing efforts.
Verified Answer
YY
yanetsy yglesiasJun 21, 2024
Final Answer :
B
Explanation :
Opinion leaders are individuals who are socially active, have a strong interest in a specific product category, and whose attitudes or behaviors are likely to influence others within their social circles. They are not necessarily community leaders or people who stand out in a crowd, nor do they intimidate others into becoming interested. Instead, they share similarities with other customers and can sway their opinions or behaviors through their enthusiasm and knowledge about the product category.
Learning Objectives
- Discern and elaborate on the sundry forms of power and their influence on actions and conduct.
- Clarify the definition of reference groups and cite instances of their utility in marketing efforts.
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