1. Using the basic consumption process displayed in Exhibit 1.1, illustrate how a consumer “consumes” eyewear.
2. Do you think Vous Vois Vision should adopt a product, production, or market orientation? Explain why.
3. Almost any business involves some ethical questions. In this case, discuss the ethics involved in potentially selling contact lenses or even designer glasses to a consumer who sees well enough not to actually “need” vision correction.
4. Why might Blaire be interested in hiring a researcher to do some interpretive research about consumers and eyewear?