WVU MKTG 315 - Final Exam Study Guide (14 pages)

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Final Exam Study Guide



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Final Exam Study Guide

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Pages:
14
Type:
Study Guide
School:
West Virginia University
Course:
Mktg 315 - Buyer Behavior
Buyer Behavior Documents

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MKTG 315 1st Edition Final Exam Study Guide chapters 7 18 Chapter 7 Types of GroupsGroup defined as two or more individuals who share a set of norms values beliefs and have certain relationships with one another Primary Group family and friends Secondary Group professional or neighborhood associations Dissociative Reference Groups can influence behavior just as those with positive desirability Aspiration Reference Groups also exert strong influence individuals purchase products because they are used by a certain group in order to a achieve membership into the group SubculturesConsumption Subculture a distinctive subgroup of society that self selects on the basis of a shared commitment Marketing and Consumption Subcultures groups develop rituals and modes of symbolic communication that often involve products or services CommunitiesBrand Community is a non geographically bound community based on a structured set of social relationships among owners of a brand and the psychological relationship they have with the brand Online Community interacts over time around a topic of interest on the internet Online Social Network Site web based service that allows individuals to construct a public or semi public profile within a bounded system Online communities and social networks are attractive to marketers who are spending over 4 billion on adverting on social networking A recent study showed that the public s most favorable interaction with a firm is when they provide incentives such as free products and coupons Reference Groups and Influences Informational influence occurs when an individual uses the behaviors and options of reference group members as potentially useful pieces of information Normative Influence sometimes referred to as utilitarian influence occurs when an individual fulfills group expectations to gain a direct reward or to avoid something Identification Influence or value expressive occurs when individuals have internalized the group s values or norms



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