Question

1. There are three types of reference group influence— informational, normative, and identification. Assuming Bianca is a representative for the group consisting of successful, urban, professional African American women, which type(s) of group influence do you see operating in this campaign?

2. What are the primary core American values that this campaign is attempting to tap into?

3. What values and aspirations does this campaign tap into relating to the subgroups of professional women and professional African American women?

4. Yankelovich described two African American segments, namely, Market Leaders and Market Followers (Chapter 5). Which group do you think the target market of professional African American women represents? Explain.

5. Does the target market of professional African American women fi t the message and media that Camry used in this campaign? Be specific in your explanations for both message (what you thought the overall themes were) and media (what types of media such as print and Internet) that were used and how they fi t the target audience.

6. Beyond simply replacing a young white professional woman with one who is black, is this campaign at its core truly tapping into the unique cultural aspects of African American women? Explain.

7. Why do you think Camry chose to try to change perceptions of their car rather than changing the car itself?

8. Do you think this campaign succeeded in changing the perceptions of African American professional women? Explain. How might you have altered your approach to have a stronger impact?

Answer 1

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There are three types of reference group influence— informational, normative, and identification. Assuming Bianca is a representative for the group consisting of successful, urban, professional African American women, which type(s) of group influence do you see operating in this campaign?

A benchmark group is a group that serves as a standard for assessing its own conduct. Information and identification influence in this campaign are seen as working. In this campaign, the potential of information is seen as users inform about their experience with cars. Through this campaign , the company describes the target audience segment and digital principles and ideals that allow them to solve the customer's problems and to attract new potential customers.

What are the primary core American values that this campaign is attempting to tap into?

Cultural values are universal standards or beliefs that shape or stand on a society. These values guide society members about good or bad , right or mistaken, etc. Two beliefs are the practices, the customs , rituals and so on.The main core values of America that try to tap the campaign are:

• Individualism: The campaign revolves around Bianca, young professional African American women that have adventurous and urban lifestyles.
• Diversity: This campaign is focused on African American women and their expectations for the car.
• Active: The theme of the campaign is exciting and adventurous.
• Youth: the target market of the campaign is young professional women in the age group of 25 to 40.
• Change: The campaign is based on the excited and adventurous professional women, not on those are stereotypes.

What values and aspirations does this campaign tap into relating to the subgroups of professional women and professional African American women?

New roles as well as increasing autonomy, prestige, equality etc. are the ideals and expectations tap in this campaign surrounding skilled subgroups of African American women. Non-membrance group of positivity and attraction are known as the expectation reference category group.

Yankelovich described two African American segments, namely, Market Leaders and Market Followers (Chapter 5). Which group do you think the target market of professional African American women represents? Explain.

The target market of African Americans is representing the group of market leaders who are high-income group members who are interested to set trends and be on the cutting edge to purchase the largest and the latest. A group of clients (homogeneous in nature) that has decided to focus all its marketing efforts on the target market. Brand loyalty and price responsiveness are the characteristics of this party.

Does the target market of professional African American women fi t the message and media that Camry used in this campaign? Be specific in your explanations for both message (what you thought the overall themes were) and media (what types of media such as print and Internet) that were used and how they fi t the target audience.

The target market for professional African American women matches in well with the advertisement and media used by the campaign, where the organization has chosen to concentrate all its marketing effort. The target market by professional African American women. The argument concentrates on shifting African American women 's view of their cars instead of modifying them.The women from Bianca take an active part in the campaign and register for awards. In the campaign, which is the best choice for the media as the target audience category for women professional is used the electronic media, print media and radio. These women are being updated online as well as in print media. They can be highly involved on the Internet, because they are educated women.

Beyond simply replacing a young white professional woman with one who is black, is this campaign at its core truly tapping into the unique cultural aspects of African American women? Explain.

A consumer behavior is called consumer behavior. African Americans are chosen for the campaign instead of young white women professionals for the following reasons: African Americans tend to be considered the women who use, buy, purchase and dispose of the goods and services that meet their needs according to their desires.

• Young African American professional women earn more than the young professional white women.
• The campaign is focused to change the perception of the Bianca women rather than changing the car.
• Because the model of the car does not appeal properly to the young professional African American women.
• The African American women are more upgraded, independent and have high status than white American women.

Why do you think Camry chose to try to change perceptions of their car rather than changing the car itself?

Camry wants to change the view of African American women instead of to change them due to the following reasons: the actions that a customer displays in his time of searching, assessing, buying and disposing of these goods and services that will fulfill his or her needs, as anticipated.

• The first reason is that African American women think that the car is suburban.
• The second reason is African American women earn more due to which they like the car that enhances their status.
• The third reason is that they think of that car is boring, not adventurous.

Do you think this campaign succeeded in changing the perceptions of African American professional women? Explain. How might you have altered your approach to have a stronger impact?

The behaviour, which a customer exhibits in the process of search, evaluation , purchase, use and disposal of the goods or services that meet his needs in accordance with his expectations, is known as the consumer behaviour. American African women are actively participating in the movement. In fact, for its campaign the organization selects an African American woman.The organization should also provide African American women with test drive at least once to have a stronger effect. It should also invite volunteers to participate in the campaign between them. It makes it easy for customers to communicate.

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