questions chap 7

Question 1

what is group?

Answer 1

defined as two or more individuals who share a set of norms, value,or beliefs and have certain implicity or explicity defined relationships to one another such that their behaviors are interdependent

Question 2

what is A reference group?

Answer 2

A reference group is a group whose presumed perspectives or values are being used by an individual as the basis for his/her current behavior

Question 3

how many criteria useful in classifying groups?

Answer 3

Four criteria that are particularly useful in classifying groups:

1. Membership
2. Strength of social tie
3. Type of contact
4. Attraction

Question 4

type of group?
Consumption subcultures?
consumption: sự tiêu dùng, tiêu thụ

Answer 4

1. Brand communities: this can intense brand loyalty
2. Virtual communities:
   Marketing in virtual communities is both POSSIBLE and POTENTIALLY benefical
   The approach taken must be tailored to the type of virtual community
   Many online groups are sensitive to ‘ commercial’ interference and companies have to be careful not to overstep

Question 5

what is reference group influnce on the consumption process?

Answer 5

• reference group influnce on the consumption process
  1. Type of reference group influnce
  2. Situation determinants of reference group influence
  3. Brand vs Product class influence
  4. Marketing strategy and reference group

Question 6

how many Consumption situation determinants of reference group influence?

Answer 6

Consumption situation determinants of reference group influence
1. Visible usage
2. High relevance of product to group
3. Low individual purchase confidence
4. Strong individual commitment to group
5. Nonnecessary item
 High degree of reference group influence

Question 7

communications within groups and opinion leadership

what is Marketing strategy, wow, and opinion leadership?

Answer 7

Marketers are increasingly relying on wow and influential consumers as part of their marketing strategies. Strategies designed to generate wow and encourage opinion leadership include:

1. Advertising
2. Product sampling
3. Retailing/ personal selling
4. Creating buzz

Question 8

how many Online strategies to leverage buzz and wow?

Answer 8

Online strategies to leverage buzz and wow

1. Viral marketing is an online ‘pass-it-along’ strategy, utilizing electronic communication to trigger brand messages ( often via email) throughout a widespread network of buyers
2. Online guides are online opinion leaders, who are often highly knowledgeable and passionate experts, providing consumer information and advice
3. Blogs are personalized journal where people and organizations can keep a running dialogue