Know-How Exchange : Student Questions

Kimberly,

Sounds like a great homework question. what do you think?

Marketing to a group requires you target the decision maker. The individual IS the decision maker...with group influence.

Michael

Dear kimberlyannbarry,

Groups do not buy things, individuals do.

Groups depend on social and peer pressure to influence individuals, but all groups are led by individuals and all individuals within a group rely on keeping up the the Joneses as a way of driving decisions to act in one way or another.

In any group dynamic the guiding force is chaotic reasoning.
This explains why shoals of fish and flocks of birds move as if
they are one unit when in reality, they're made up of thousands
of individuals. It also explains fashion trends, social viruses (such as wearing a baseball cap backwards), and why the Mexican
wave travels around a sports arena.

There's more to it than this and this sounds like a homework question, so I'll stop. But I hope this helps.

Gary Bloomer
Wilmington, DE, USA

What you need to research is called B2B vs. B2C marketing. 2 completely different sports.