Answer ALL questions.

1- Describe the consumer decision-making process and discuss how you or your family used this process to make a major (significant) purchase e.g. an automobile, a new computer, etc. Describe the consumer decision-making process you used to purchase a convenience product (e.g. laundry detergent, breakfast cereal, soft drinks, etc). Do the two processes differ? How and why? Describe the level of involvement associated with the two purchases.

2- Review the black box model of buyer behavior. Which buyer characteristics that affect buyer behavior influence you the most when making a clothing purchase decision? Are these the same characteristics that would influence you when making a computer purchase?

3- Create an idea for a new business. Using the steps described in the chapter, develop a customer-driven marketing strategy. Describe your strategy and conclude with a positioning statement for your business.