Marketing Theories Exam 100%
Correct!!
TAM - ANSWERTechnology Acceptance Model
UTAM/UTAUT - ANSWERUnified Theory of Acceptance and Use of Technology
Social Contagion - ANSWERSocial Contagion posits that if an increasing number of people start using
a particular technology, it will be harder for those not using the technology to resist adopting the
technology.
Uses and Gratification Theory - ANSWERThe key assumptions of the theoretical framework can be
summarized as follows:
The audience is an active participant in media selection and selects media based on individual goals
Media channels compete amongst themselves as well as with other resources for the audiences'
attention
People are active, self-aware and motive-driven when making media choices.
Categories of gratifications from traditional media - ANSWER-Diversion, encompassing entertainment
aspects
-Personal relationships and maintenance
-Personal identity and validation
-Surveillance
Social Information Processing Theory - ANSWEROnline communication contains significantly fewer
relationship-developing clues beyond the textual message, most noticeably the absence of non-
verbal cues in traditional online environments, for example during communication in online forums.
SIP explains how individuals adapt to the lack of such clues and, over time, learn to overcome the
lack of these cues, building strong and lasting relationships with others in a purely textual
environment.
Mobile Marketing - ANSWERAny marketing activity conducted through a ubiquitous network to
which consumers are constantly connected using a personal mobile device
Mobile Typology - ANSWER
Mobile Marketing Activity Classification - ANSWER
Kaplans four I's - ANSWER- Individualisation of messages so that they are taking user preferences and
interests into account
- Involving the consumer through an on-going, engaging conversation
, - Integration of marketing communication activities in the users' life in order to avoid irritation
- Initiation of user-generated content
tWOM - ANSWERFace to face word of mouth (traditional word of mouth)
eWOM - ANSWERElectronic Word of Mouth
eWOM Classifications - ANSWER
TSFT - ANSWERTwo Step Flow Theory:
The theory recognises that personal ties are more influential than media messages in influencing
behaviours, attitudes and values. However, media messages are also effective, yet, are likely to reach
the individual mediated through other individuals.
TSFT and Opinion Leaders - ANSWERTwo Step Flow Theory: The TSFT states that opinion leaders, i.e.
influential individuals, when exposed to media messages are the first to react to these messages.
These opinion leaders then introduce the messages into their social networks. Thus, the theory
stresses, the general public is unlikely to react to mass media messages, but the public will react, in
turn, to messages transmitted by opinion leaders. Therefore, opinion leaders play a crucial
gatekeeper-like role in gathering, reacting to and disseminating information to their 'opinion
followers', and become an essential part of influencing the general public.
Social Network and Tie Strength - ANSWERSNT postulates that individuals (and organisations) are
connected through a network of relationships, referred to as "ties". These ties can be either strong or
weak in nature. SNT claims that opinion leaders act as connectors between different groups helping
to diffuse ideas amongst a wide range of groups.
Warranting Theory - ANSWERReceivers of messages attach greater credibility to messages that
cannot be easily manipulated by the person (or organisation) discussed in the message. For example,
where a customer review is not easily manipulated by a retailer, then this review is seen as
significantly more credible than a statement on the retailer's website.
WOM Motivators - ANSWER
Valence of the WOM - ANSWERThe positivity or negativity of WOM is neutrally referred to as the
'valence'. Valence of WOM is the positive, neutral, negative or mixed character of any given WOM
message
Business to Business Markets - ANSWERThe group of customers that include manufacturers,
wholesalers, retailers, and other organizations
Factors that make a difference in business markets - ANSWER- Multiple Buyers
- Number of Customers
- Size of Purchases
- Geographic Concentration
Correct!!
TAM - ANSWERTechnology Acceptance Model
UTAM/UTAUT - ANSWERUnified Theory of Acceptance and Use of Technology
Social Contagion - ANSWERSocial Contagion posits that if an increasing number of people start using
a particular technology, it will be harder for those not using the technology to resist adopting the
technology.
Uses and Gratification Theory - ANSWERThe key assumptions of the theoretical framework can be
summarized as follows:
The audience is an active participant in media selection and selects media based on individual goals
Media channels compete amongst themselves as well as with other resources for the audiences'
attention
People are active, self-aware and motive-driven when making media choices.
Categories of gratifications from traditional media - ANSWER-Diversion, encompassing entertainment
aspects
-Personal relationships and maintenance
-Personal identity and validation
-Surveillance
Social Information Processing Theory - ANSWEROnline communication contains significantly fewer
relationship-developing clues beyond the textual message, most noticeably the absence of non-
verbal cues in traditional online environments, for example during communication in online forums.
SIP explains how individuals adapt to the lack of such clues and, over time, learn to overcome the
lack of these cues, building strong and lasting relationships with others in a purely textual
environment.
Mobile Marketing - ANSWERAny marketing activity conducted through a ubiquitous network to
which consumers are constantly connected using a personal mobile device
Mobile Typology - ANSWER
Mobile Marketing Activity Classification - ANSWER
Kaplans four I's - ANSWER- Individualisation of messages so that they are taking user preferences and
interests into account
- Involving the consumer through an on-going, engaging conversation
, - Integration of marketing communication activities in the users' life in order to avoid irritation
- Initiation of user-generated content
tWOM - ANSWERFace to face word of mouth (traditional word of mouth)
eWOM - ANSWERElectronic Word of Mouth
eWOM Classifications - ANSWER
TSFT - ANSWERTwo Step Flow Theory:
The theory recognises that personal ties are more influential than media messages in influencing
behaviours, attitudes and values. However, media messages are also effective, yet, are likely to reach
the individual mediated through other individuals.
TSFT and Opinion Leaders - ANSWERTwo Step Flow Theory: The TSFT states that opinion leaders, i.e.
influential individuals, when exposed to media messages are the first to react to these messages.
These opinion leaders then introduce the messages into their social networks. Thus, the theory
stresses, the general public is unlikely to react to mass media messages, but the public will react, in
turn, to messages transmitted by opinion leaders. Therefore, opinion leaders play a crucial
gatekeeper-like role in gathering, reacting to and disseminating information to their 'opinion
followers', and become an essential part of influencing the general public.
Social Network and Tie Strength - ANSWERSNT postulates that individuals (and organisations) are
connected through a network of relationships, referred to as "ties". These ties can be either strong or
weak in nature. SNT claims that opinion leaders act as connectors between different groups helping
to diffuse ideas amongst a wide range of groups.
Warranting Theory - ANSWERReceivers of messages attach greater credibility to messages that
cannot be easily manipulated by the person (or organisation) discussed in the message. For example,
where a customer review is not easily manipulated by a retailer, then this review is seen as
significantly more credible than a statement on the retailer's website.
WOM Motivators - ANSWER
Valence of the WOM - ANSWERThe positivity or negativity of WOM is neutrally referred to as the
'valence'. Valence of WOM is the positive, neutral, negative or mixed character of any given WOM
message
Business to Business Markets - ANSWERThe group of customers that include manufacturers,
wholesalers, retailers, and other organizations
Factors that make a difference in business markets - ANSWER- Multiple Buyers
- Number of Customers
- Size of Purchases
- Geographic Concentration
