第7章：群体对消费者行为影响.pptx

CHAPTER07GroupInfluencesonConsumerBehaviorCopyright?2013byTheMcGraw-HillCompanies,Inc.Allrightsreserved.McGraw-Hill/Irwin

7-2PARTII:EXTERNALINFLUENCES

ExplainreferencegroupsandthecriteriausedtoclassifythemDiscussconsumptionsubcultures,includingbrandandonlinecommunitiesandtheirimportanceformarketingSummarizethetypesanddegreeofreferencegroupinfluenceDiscusswithin-groupcommunicationsandtheimportanceofword-of-mouthcommunicationstomarketersUnderstandopinionleaders(bothonlineandoffline)andtheirimportancetomarketsDiscussinno