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Name: Dominique GrangerReference: Chapter 41)Understanding consumer behavior is essential to the contemporary advertiser. Browse the websites listed below, keeping in mind what you have learned about culture/subculture, social class, reference groups, family/household, and opinion leaders. Identify and describe the major social influences that enable each organization to be successful in reaching its consumers.Ben & Jerry’s, ~ We could view Ben and Jerry as a reference group because they care a lot about the community, families, the ingredients that these families consumes from their products and how the environment is affected byits waste. Ben and Jerry use natural ingredients and they promote business practicesthat show reverence to the Earth and the Environment. They provide opportunities for career growth for employees. Their social mission is, “to operate the company in a way that actively recognizes the central role that business plays in society by initiating innovative ways to improve the quality of life locally, nationally and internationally.” Ben and Jerry uses media outlets, involves the people, they hosted free events, and they listened to the feedback of the consumer’s and gave them the various type of products they wanted. They also provide news you can use and channels to communicate. Motorola, ~ Motorola was successful in reaching consumers in many ways. They, “adhere to honesty, fairness, and doing the right thing without compromise”. Motorola focused on creating a variety of products that targeted a vastvariety of consumers in many different states and countries. They work with consumers personally to develop products and services to fit their needs, they accept and listen to feedback. Motorola provides a variety of products and services that this society needs, and the consumer wants. They found a way to do this (make the consumers happy) and keep the interest of the stakeholders at bay. Motorola provided room for economic opportunities for growth by doing business through their products, like promoting entrepreneurial start-ups through their services and establishing relationships with their consumers. MTV, ~ MTV has become successful in reaching consumers of it has clearly targeted, mainly college and high school, other adults, families, income, and the pop culture with this station. Because it is a reference as a social class, and uses behavioral segmentation, demographic segmentation, and psychographic segmentation, it exposes viewers to celebrities, icons, desired locations, (spring break parties), the hottest fashions, and music videos to name a few. They use loud colors, hot topics, and famous people to gain the attention. Through MTV, the
consumers can feel connected to lifestyles; pick up patterns of behaviors and latest languages of slang they use today.