Question 16

They are not part of the same peer group as the people they influence. Their defining characteristic is that they exert personal influence because of their profession, authority, education, or status associated with the object of the communication process. This is referred to as:

a) Opinion aggregators.

b) Opinion followers.

c) Opinion formers.

d) Opinion gatherers.

Question 17

The success of marketing communication depends upon the extent to which messages engage their audiences. These audiences can be seen to fall into three main groups:

a) Customers, general public, and sales personnel.

b) Customers, channel members, and general stakeholders.

c) Customers, general stakeholders, and club members.

d) General public, club members, and general stakeholders.

Question 18

Each organization is part of a network of other organizations such as suppliers, retailers, wholesalers, value added resellers, distributors, and other retailers, who join together, often freely, to make the product or service available to end users. This is referred to as:

a) Channel members.

b) Customers.

c) Stakeholders.

d) Community.