Problem
1. Compare and contrast the five bases of power described in the text. Which are most likely to be relevant for marketing efforts?
2. Why is referent power an especially potent force for marketing appeals? What factors help to predict whether reference groups will or will not be a powerful influence on a person's purchase decisions?
3. Evaluate the strategic soundness of the concept of guerrilla marketing. For what types of product categories is this strategy most likely to be a success?
The response should include a reference list. Double-space, using Times New Roman 12 pnt font, one-inch margins, and APA style of writing and citations.