Foundations of Marketing 6th Edition by William Pride,Ferrell

Exercise 25

Assume that Reebok has developed two new types of athletic shoes. One is designed for distance runners, and the other has been developed for skateboarders. As a marketer, you need to evaluate the potential psychological influences for each of these distinct target markets. Rank each of the following on a scale of 1 to 5 in order of importance for distance runners versus skateboarders. Consider 1 as the most important and 5 as the least important.
• Roles
• Family influences
• Reference groups
• Opinion leaders
• Social classes
• Culture and subcultures
Are your top two ranks for the distance runner and skateboarder markets the same or different? If they're dissimilar, explain why various social influences affect contrasting target markets.