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마케팅) 레퍼런스 그룹이 마케팅에 미치는 영향 (나이키)

저작시기 2017.06 |등록일 2018.01.24 워드파일MS 워드 (docx) | 15페이지 | 가격 8,000원

소개글

나이키와 스포츠 용품과 관련된 기업을 바탕을 레퍼런스 그룹이 어떤 영향을 미치는 지에 대한
영문 레포트 입니다. 하버드 APA6로 레퍼런스 되어있습니다.

목차

1. Introduction
2. A Pivotal and Influential Group for Potential Consumers
3. The Impacts of Reference Group on Consumers
4. A Concept for Running-Related Products
5. Conclusion

본문내용

Introduction
Every time we decide to buy a product at a store, we face a tiresome choice thinking what suits us best. Although you are savvy and can make a decent choice of a product on your own, it would be confined only to your interested area. What if you are in a bad situation where you have to replace broken equipment with new one without having any expertise in technology just as a store manager? Then, the best answer would be: you have to refer to the data of reference groups.

A Pivotal and Influential Group for Potential Consumers
According to Guillen-Royo, M. (2011), Adam Smith had emphasized the effect of the reference group a long time ago. It has always influenced on an individual whether it is good or not, and people have wanted to be a part of it because that is an inherent trait of human-being (Griskevicius et al., 2006, 2010; Neuberg et al., 2010; Sundie et al., 2006; Brewer, 1999 cited in Hammerl, Dorner, Foscht & Brandstätter, 2016).

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