1. Choose a reference group that influences your individual behavior. Are you a member, or would you like to be a member of this group? Why or why not? If not, why do the group's attitudes, behaviors, beliefs, opinions, preferences, or values exert influence on you? 2. Consider a recent major purchase you or someone in your family has made. Describe it in terms of the five steps in the consumer purchase decision process. What was the decision-maker's degree of involvement? Why? 3. How does Maslow's Hierarchy of Needs relate to the STP approach? Describe the effect of Maslow's theory (and more recent interpretations) on marketing practice in terms of segmentation, targeting, and positioning. 4. Define the consumer market and describe the major factors that influence consumer decisions. Which characteristics influenced your choice when deciding on the school you would attend? Are those the same characteristics that would influence you when deciding what to do on Saturday night? Explain. 5. Name and describe the stages in the purchase decision process. How might a student go through the adoption process when choosing a major in college? 6. Describe how the degree of involvement affects the stages in the purchase decision process.

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1 Reference Group Influence I consider my close group of friends as a reference group that influences my individual behavior I am a member of this group Their attitudes behaviors beliefs and values ex... View the full answer