1. The type of decision making a consumer uses for a product does not necessarily remain constant. Why? Support your answer with an example from your own experience.
2. Describe the three categories of consumer decision making behavior. Name typical products for which each type of consumer behavior is used.
3. You are the new marketing manager for a firm that produces a line of athletic shoes to be targeted to the college student subculture. In a memo to your boss, list some product attributes that might appeal to this subculture, the steps in your customers’ purchase process, and recommend some marketing strategies that can influence their decision.
4. Why is relationship or personal selling the best way to promote in business marketing?
5. 5A colleague has sent you an e-mail seeking your advice as he attempts to sell smartphones to be issued to sales reps by a local business. Write a return e-mail describing the various people who might influence the customer’s buying decision. Be sure to include suggestions for dealing with the needs of each of these individuals.