• Analyze the last big purchase you made based on the steps in the consumer decision making process. Did you skip some steps? Spend more time on some? Get stuck on any?
• Find a product that was intended and marketed to a specific target audience, but wound up being adopted by an unintended market segment. What target audience characteristics were the most different between the intended and unintended target markets?
• With regards to brand equity, for each of the five main benefits of a brand (functional, emotional, self-expressive, moral, and experiential) list a brand that you think does a great job communicating that benefit.