Name: Argie G. Catambacan Class Code: MKTG 2265 (3–164)
Discussing Questions:
1. What is an opinion leader? Describe how marketers attempt to use opinion leaders
to help sell their products?
– Opinion leaders are people within a specific reference group who exert
some social influence on those around them because of special skills,
personality, knowledge, or other characteristic. Marketers aim to reach
these opinion leaders through buzz marketing, which involves enlisting
these opinion leaders to serve as “brand ambassadors.” When these
opinion leaders are pleased with a brand and spread the word to friends,
their effect on the buying habits of others is higher than with an average
person.
2. Name and describe the types of consumer buying behavior. Which one would most
