1. How do reference groups influence the consumption process? How does opinion leadership influence the behavior of group members? How do brand communities as a whole influence the consumption of individuals? Give examples
2. What are the situational characteristics of consumer behavior? How would the strategy differ depending on the type of situation?
3. Identify the behavioral styles of consumers. What are the characteristics that define each style? What strategies would employ in dealing with each behavioral style when you are responding to a consumer's problems?
4. Describe the strategies for promoting a positive service culture. How do companies with excellent customer service distinguish themselves from average companies? What do customers want in terms of service from companies?
5. What steps should you take in dealing with customers whose first language is not English? What can you do to provide great customer service to diverse groups?
6. How would you formulate a cross-cultural marketing strategy given the existence of cultural variations in communications (both verbal and nonverbal)? What functions can global youth culture play in this strategy?