1. Identify the kinds of marketing and social cultural inputs that would influence the purchase of:
a. A concentrated liquid laundry detergent.
b. Pay television.
2. Identify three different products that you believe require reasonably intensive pre-purchase search by a consumer. Then, using Box 12.1 as a guide, identify the specific characteristics of these products that make intensive pre-purchase search more likely.
3.Define 'extensive problem solving', 'limited problem solving', and 'routinised response behaviour'. What are the differences between the three decision-making approaches? What type of decision process would you expect most consumers to follow in their first purchase of a new product or brand in each of the following areas?
a) Chewing gum
b) Sugar
c) Men's aftershave lotion
d) Carpeting
e) Paper towels
f) Mobile telephone
g) New bank account
h) Luxury car.
Explain your answers.
4. Describe in your own recent experience what factors led to problem recognition in at least three different product or service situations (not necessarily purchases). Explain the similarities or differences that exist in these situations.
5. How can a marketer of very light, very powerful laptop computers use its knowledge of customers' expectations in designing a marketing strategy?