Does the customer buying process end when a customer buys some merchandise? Explain your answer.

2. Considering the steps in the consumer buying process (Exhibit 5-1), describe how you (and your family) used this process to select your college or university. How many schools did you consider? How much time did you invest in this purchase decision? Who was involved in the decision? How satisfied are you with your decision?

Need recognition

Information search

Evaluation of alternatives

Choosing a college

Post-choice evaluation

3. In this chapter, we discuss three CVS personalities: Caroline, a 18- to 24-year-old new mom with lower income; Vanessa, a 35- to 54-year-old women with children, at the peak of her income; and Sophie, a 55-plus empty nester with a median income and a health focus. How would a car dealer target each of these composite segments?

4. Any retailer's goal is to get customers in its store so that they can find the merchandise that they are looking for and make a purchase at this location. How could a sporting goods retailer ensure that the customer buys athletic equipment at its outlet?

5.How does the buying decision process differ when consumers are shopping on the Internet or mobile device compared with shopping in a store in terms of locations or sites visited, time spent, and brands examined?