Chapter 3

1. Why do people's cultures affect what they buy? 2. How do subcultures differ from cultures? Can you belong to more than one culture or subculture? 3. How are companies trying to reach opinion leaders today?

Chapter 4

1. Name some of the types of ethical dilemmas facing firms in B2B markets. 2. Why is it difficult for employees and firms to know what's considered to be ethical behavior and what is not

Chapter 3 Activity #2

2. Select three advertisements and describe the needs identified by Maslow that each ad addresses.

Chapter 4 Activity #2

Locate three different types of Web sites that cater to markets discussed in this chapter. How do these differ from sites like eBay or Overstock.com? How are they similar?