MKT 510 Consumer Behavior

Discussion 1:

"Subcultures and Households" Please respond to the following:

• Suggest two ethnic subcultures that could benefit from a targeted marketing strategy to promote products. Support your reasoning. Determine whether or not the sizes of these subcultures are large enough to support the expense of a tailored marketing campaign.
• From the e-Activity, project how marketing to segment of the stay-at-home dads will affect the buying behavior of their children in years to come. Determine two ways to counteract or foster the positive or negative influences for products that you believe may be affected.

Discussion 2:

Reference Groups" Please respond to the following:

• Examine how communication strategies work in conjunction with reference groups. Select two different reference groups, and determine whether reference group communication assists or inhibits the consumption process.
• Analyze the diffusion curve to determine which diffusion enhancement strategies can be beneficial to the late majority and laggards. Determine if reference groups can influence these categories, or if purchases of those in these categories are stimulated by some other factor entirely.