One challenge companies face is having their product appeal to everyone, since certain groups or individuals have their own preferences. Marketing to these groups and individuals can create conflicting feelings about a product or business.

1. Select a subculture that you are part of and describe how companies specifically market to you. Compare this marketing to how the same business markets to another group or subculture.
2. Next, explain, from the businesss side, how a company would plan to buy material and create product stock to supply to a specific subculture, not knowing how many units will be demanded. Hint: Use the business buying decision process model to help with your decision.