AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO:
1. Understand the nature and importance of reference group influence.
2. Know the nature of consumption subcultures and their implications for marketing strategy.
3. Understand the nature of group communications and its importance for marketing strategy.
4. Understand opinion leadership and how marketers can utilize it.
5. Understand the diffusion process.
6. Be able to develop a marketing strategy based on an innovation analysis.