Chapter 7 Internet Exercises - Monitor a chat group or bulletin board on a topic that interests you for a week. Are the participants in this activity a group? A reference group? A virtual community?
- Find a consumption-based group or sub culture that uses the Internet as one means of communication. What can you learn about this group by monitoring the Internet?
- Find and describe an example of a marketer using the Internet to encourage the formation or communications of a brand community.
- Visit the websites for the following and describe the firms’ efforts to foster brand communities.
a. Ford Bronco
b. Harley-Davidson
c. Jeep
d. Saab
e. Macintosh
f. K2 skies
g. Specialized bicycles
h. Tabasco sauce - Find and describe evidence of market maven or everyday market helping behavior on the Internet.
- Find and describe two examples of opinion leadership and two examples of seeking an opinion leader on the Internet.
- Pick a recent innovation of interest. Prepare a report on the information available about this innovation on the Internet.
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