MRKT 351 Study Guide - Midterm Guide: Reference Group, Norm (Social), Subculture
Document Summary
Word of mouth influence and buzz marketing (opinion leaders are people within a reference group who exert social influence on others) They are also called influential or leading adopters. Marketers identify them to use as brand ambassadors. Consumer generated content: opinions on brands and products, social networking, online social networks are online communities where people socialize or exchange information and opinions, online social networks include blogs, social networking sites and virtual worlds. Family & social roles: family is the most important consumer buying organization in society, social roles and status are the groups, family, clubs and organizations that a person belongs to that can define roles and social status. Recognize the problem or opportunity: research can define problems, be responsive to changes in the external environment, can illuminate opportunities, research is to see the future and be there with the right intervention, be proactive and anticipate.
