Questions regarding marketing strategy
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Describe at least one reference group to which you belong.
Assess how this reference group affects your consumption of products or services.
Support your description of a reference group by including an example.
Evaluate how marketers might utilize the marketing mix in order to influence your reference group.
Describe at least one opinion leader who influences your purchasing decisions.
Assess how this opinion leader affects your consumption of products or services.
Support your description of an opinion leader by providing an example.
Evaluate how marketers might utilize the marketing mix in order to influence your opinion leader.
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Describe at least one reference group to which you belong.
The reference group that I belong to is the primary group, which has a direct influence on my attitude and behavior. The primary group has individuals who interact on a routine basis such as family, co-workers, neighbors, and close friends (Kotler & Keller, 2012). The primary group involves informal regular face-to-face interactions and has an impact on many product behaviors.
- Assess how this reference group affects your consumption of products or services.
Family constitutes the most influential primary group and is the most important consumer-buying group in society. From your parents you can acquire a focus toward religion, personal ambition and economics. Even when you do not interact with your parents very much, the influence they have on you can influence your behavior - for example many families have the same auto insurance with the same company. Because primary reference group involves members having frequent face-to-face interaction it can affect your consumption of products and services because members exert a considerable amount of influence on one another, including what stores to shop, what to wear, what brand of beer you should try. My consumption of products and services is shaped by age (age and gender of friends), and stage in the life cycle. All of which, ultimately influence my consumption of products and services.
- Support your description of a reference ...
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