Suppose say you have joined as a marketer in a large multinational company involved in providing mobile service. Your boss asks you to send a report of potential customers. You then prepare a report of people who are unaware of the company’s services and also people who are aware and interested in buying the service. Which of the following sub-variable of segmentation have you used to prepare the report? User status Usage rate Loyalty status Buyer readiness stage Purchase occassion

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Q: 4-8. Marketers are concerned with which types of reference groups?

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Q: What is the best example of the influence of an associative reference group?

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Q: What is a consumer inference? Why is this ofinterest to marketers?

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