Discussion

question 1. Go to www.burtsbees.com. How does this site use lifestyle marketing to its advantage? What lifestyle would be most associated with the products shown on this site? After reading the history of the founders, how were the founders able to project their own lifestyles into the products produced by the company? How could the company expand its sales into other lifestyle segments?

question 2. How do you feel about money? What does it represent to you?

question 3. How can Jimmy Buffett fans be considered as members of a reference group? A brand community?

question 4. Which tend to influence our behavior more: large formal groups or small informal groups? Why?

question 5. What is a brand community, and why is it of interest to marketers?

question 6. How do advertisers use social stratification and status hierarchy in advertising?