1. Explain the stages of the consumer buying behavior. Illustrate your answer with a recent personal experience.

2. Explain the meaning of value and highlight the differences between utilitarian value and hedonic value.

3. Discuss the importance of market segmentation. Explain criteria for successful market segmentation        

4. Briefly describe the four major steps in designing a customer-driven marketing strategy.

5. A manufacturer is contemplating introducing a product that is inferior to its competition in its performance, design, and functionality. However, the manufacturer believes that "good brand marketing" can overcome these shortfalls. Why is this thinking incorrect?

6. Apply concepts of product line, product-mix width, and depth to one the following firms:

    1. Apple               2. Pepsi corp.                     3. Local company of your choice.

7. The vast array of products that consumers buy can be classified based on shopping habits and are broken down into four main areas. List these four main classifications of consumer goods and explain what elements are included within.

8. Discuss the benefits offered by each of marketing communications mix?

9. What are the major characteristics of sales promotions as an element of the marketing communications mix?

10. How do the stages of buyer readiness affect the composition of a product's marketing communications mix?

11. How do the stages in a product's life cycle influence the marketing strategy?

12. Briefly describe the different types of pricing objectives.

13. What are the outputs of pricing process? Briefly describe each of them.

14. How do consumers make purchasing decisions?