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    Reference Group Influences

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    What are the three basic types of reference group influence? From a marketing manager's viewpoint, what are some advantages and problems associated with each type of reference group influence?

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    Please note: The fist paragraph is a summary. The second paragraph is a direct quote.

    A reference group is a collection of people whose supposed viewpoints an individual uses as a guide for behavior in specific situations. For example, political parties, religious groups, clubs and fellow students can each become a person's reference group at any given time. Most people in America belong to several different groups and probably would like to belong to many others. When they are actively involved with a specific group, that group usually functions as their reference group. As the circumstances change, they may base their behavior on an entirely different group, which then becomes their new reference group. People may belong to many groups simultaneously, but they usually use only one group as their primary ...

    Solution Summary

    This is a description of reference group influences and how they affect marketing management.