1. Using a product that you have used in the past week as an example, explain the difference between segmenting and targeting in the STP approach to marketing.
2. Family is cited as being important in the consumer behavior mix. List some of the important types of primary families discussed in the book and how family influence and an intergenerational effect can influence purchase behavior.
3. It has been said on many occasions that advertising promotes materialism. Do you agree or disagree with this statement? Support your position.