A good marketing manager knows that
A) a consumer's reference group may consist of people with whom the consumer has no face-to-face contact.
B) most consumers have only one reference group.
C) a consumer's family is not a reference group.
D) reference groups usually have the most influence on purchases of products which are not easily seen by others.
E) None of these alternatives is true.

Question

Quizplus · Accepted Answer

A good marketing manager knows that a consumer's reference group may consist of people with whom the consumer has no face-to-face contact. This means that reference groups can include people from social media, online communities, and other virtual networks. It is important for marketers to understand the various types of reference groups that exist in order to effectively target their customers.

A Good Marketing Manager Knows That