reference gps and family influence and
CHAPTER 10
Reference Groups and Family Influences
1. Key Concepts Group shopping
Reference groups Formal and informal groups
As a marketing consultant, you have been asked to evaluate a new promotional campaign for a large retail chain. The campaign strategy is aimed at increasing group shopping. What recommendations would you make?
You are the marketing vice-president for a large soft drink company. Your company’s advertising agency is in the process of negotiating a contract to employ a superstar female singer to promote your product. Discuss the reference group factors that you would raise before the celebrity is hired.
Prepare a list of formal and informal groups to which you belong and give examples of purchases for which each served as a reference group. In which of the groups you have listed is the pressure to conform the greatest? Why?
2. Key Concepts Persuasive roles Celebrity endorsements
Many celebrities who are considered to be persuasive role models often appear in TV beer commercials. Does the use of such celebrities in beer advertising constitute an unethical marketing practice? Discuss.
With a paper and pencil, spend one hour watching a network television channel during prime time. Record the total number of commercials that aired. For each commercial using a celebrity endorser, record the celebrity’s name, the product or service advertised, and whether the celebrity was used in a testimonial, as an endorser, an actor, or a spokesperson.
3. Key Concepts Family Socialization of children Family decision making Family life cycle Traditional and nontraditional families
How does the family influence the socialization of children? What role does television play in consumer socialization?
As a marketing consultant, you were retained by the Walt Disney Company to design a study investigating how families make vacation decisions. Who, within the family, would you interview? What kind of questions would you ask? How would you assess
Reference Groups and Family Influences
1. Key Concepts Group shopping
Reference groups Formal and informal groups
As a marketing consultant, you have been asked to evaluate a new promotional campaign for a large retail chain. The campaign strategy is aimed at increasing group shopping. What recommendations would you make?
You are the marketing vice-president for a large soft drink company. Your company’s advertising agency is in the process of negotiating a contract to employ a superstar female singer to promote your product. Discuss the reference group factors that you would raise before the celebrity is hired.
Prepare a list of formal and informal groups to which you belong and give examples of purchases for which each served as a reference group. In which of the groups you have listed is the pressure to conform the greatest? Why?
2. Key Concepts Persuasive roles Celebrity endorsements
Many celebrities who are considered to be persuasive role models often appear in TV beer commercials. Does the use of such celebrities in beer advertising constitute an unethical marketing practice? Discuss.
With a paper and pencil, spend one hour watching a network television channel during prime time. Record the total number of commercials that aired. For each commercial using a celebrity endorser, record the celebrity’s name, the product or service advertised, and whether the celebrity was used in a testimonial, as an endorser, an actor, or a spokesperson.
3. Key Concepts Family Socialization of children Family decision making Family life cycle Traditional and nontraditional families
How does the family influence the socialization of children? What role does television play in consumer socialization?
As a marketing consultant, you were retained by the Walt Disney Company to design a study investigating how families make vacation decisions. Who, within the family, would you interview? What kind of questions would you ask? How would you assess