Question 1: Why is the first step (problem recognition) in the consumer purchase decision process, probably the most important?
Question 2: If you were a healthcare provider who recently acquired the technology to genetically assess people for future diseases, how would you determine to what target market (s) to offer this product or service?
Question 3: Market segmentation involves aggregating prospective buyers into groups that have two key characteristics. What are they? Why are these important?
Question 4: What variables might be used to segment these consumer markets? (a) Lawnmowers (b) frozen dinners (c) breakfast cereals and (d) soft drinks.