Case 3-5, Love Me Do: How the Beatles Became the Beatles

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Read Case 3-5, Love Me Do: How the Beatles Became THE BEATLES. Prepare answers to the questions at the end of the case. (Case 3-5 is on page 222) Explain your answers in detail and submit in a Word file (one page minimum). 1.) Discuss the various reference groups that have influence over Maxwell’s appreciation (or lack of appreciation as the case may be) of The Beatles and their music. A reference group are individuals who have significant relevance for a consumer and who have an impact on the consumer’s evaluations, aspirations, and behavior. The Beatle’s have been an evolutionary phenomenon from generation to generation. They have influenced those who listened when their first album came out in 1969 and have been reintroduced to the next generation in different ways (i.e. albums, CD’s, and now The Beatles, Rock Band.) He may find this music annoying but near the end he admitted to tapping his foot to the beat of the music and may one day be telling his children about the first time he heard the Beatles. 2.) Discuss the importance of word-of-mouth marketing as part of what has made The Beatles into THE BEATLES. The importance of word-of-mouth marketing is one of the main reasons The Beatle’s are still known generation after generation. Social media’s and group influences have been a major influence in making The Beatle’s known. Social media is media through which communication occurs and social networks are consumers connecting with one another based on common interests, associations, or goals. 3.) What part might culture have to play in the generational transcendence of The Beatles and their music? Culture is an influence in everything. For example, if in your culture this type of music is unacceptable then you will not be able to pass it on from generation to generation but if it is acceptable the more the word will spread. 4.) Lucy plans for the
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