C

Lower Class

Upper Lowers: The working poor. Although their living standard is just above poverty, they strive toward a higher class. However, they often lack education and are poorly paid for unskilled work.

Lower Lowers: Visibly poor, often poorly educated unskilled laborers. They are often out of work and some depend on public assistance. They tend to live a day-to-day existence.

Opinion leader

Person within a reference group who, because of special skills, knowledge, personality, or other characteristics, exerts social influence on others.

Marketers try to identify the reference groups of their target markets. Reference groups expose a person to new behaviors and lifestyles, influence the person's attitudes and self-concept, and create pressures to conform that may affect the person's product and brand choices. The importance of group influence varies across products and brands. It tends to be strongest when the product is visible to others whom the buyer respects.

Word-of-Mouth Influence and Buzz Marketing. Marketers of brands subjected to strong group influence must figure out how to reach opinion leaders—people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert social influence on others. Some experts call this segment the influentials or leading adopters. One recent study found that these influencers are "four times more likely than average consumers to belong to five or more organizations, four times more likely to be considered experts, and twice as likely to recommend a product they like." And when influential friends talk, consumers listen. Another survey found that nearly 78 percent of respondents trusted "recommendations from consumers," 15 percentage points higher than the second most-credible source, newspapers.14

Marketers often try to identify opinion leaders for their products and direct marketing efforts toward them. They use buzz marketing by enlisting or even creating opinion leaders to serve as "brand ambassadors" who spread the word about their products. Many companies are now creating brand ambassador programs in an attempt to turn influential but everyday customers into brand evangelists.

Salehoo Secrets and Tips

Salehoo Secrets and Tips

As with any web site, SaleHoo has a number of features that will help you in buying products from around the world. Once you have an account on SaleHoo, which only costs a one-time fee, you can establish up to twenty named searches for products. After that, any time those items become available, you’ll be alerted.

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