Marketing: Custom Edition for Texas A&M University 17th Edition by William Pride,Ferrell

Exercise 8

Assume that Reebok has developed two new types of athletic shoes. One is designed for distance runners, and the other has been developed for teenage skateboarders. As a marketer, you need to evaluate the potential psychological influences for each of these distinct target markets.
Rank each of the following on a scale of 1 to 5 in order of importance for distance runners versus teenage skateboarders. Consider 1 as the most important variable and 5 as the least important.
Roles
Family Influences
Reference Groups
Opinion Leaders
Social Classes
Culture and Subcultures
Are your top two ranks for the distance runner and skateboarder markets the same or different? If they're dissimilar, explain why various social influences affect contrasting target markets.