A Major Reason That Marketers Are Concerned with What People

question 35

Multiple Choice

A major reason that marketers are concerned with what people say about a product is that word-of-mouth communication:

• A) tends to be more powerful than information received on formal promotion channels.
• B) is easier to control by the marketer than other means of communication.
• C) is not as effective as advertising.
• D) can be purchased relatively inexpensively by the marketer.

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Definitions:

Alexis De Tocqueville

A French political thinker and historian best known for his works "Democracy in America," exploring American society, politics, and culture.

Emile Durkheim

A founding figure in sociology, who focused on the ways societies could maintain their integrity and coherence in modernity, renown for his theory on social facts.

Emile Durkheim

A French sociologist, one of the founding figures of sociology, known for his studies on social structure and integration.

Social Conflict Theory

A sociological perspective that frames social behavior as a competition for resources, focusing on the power dynamics and inequality within society.