MKT 400 Chapter Notes - Chapter 10: Viral Marketing, Guerrilla Marketing

• School: Ryerson University
• Department: Marketing
• Course: MKT 400
• Professor: Melanie Dempsey

Document Summary

Reference groups: a group of individuals who have signiicant relevance for a consumer and how have an impact on the consumer"s evaluaions, aspiraions, and behaviour: afects the ways that consumers seek and receive value from consumpion. Primary group: group that includes members who have frequent, direct contact with each other: social tie: a measure of the strength of connecion between group members, ie: family. Formal group: group in which a consumer formally becomes a member: generally have a set of stated rules, accepted values, and codes of conduct that members are expected to adhere to, ie: church congregaion. Informal group: group that has no membership or applicaion requirements and that may have no code of conduct: ie: groups that meet regularly to exercise, have cofee, or go to sporing events. Dissociaive group: group to which a consumer does not want to belong: ie: conservaive vs. republican.