Chap 6 1.People from the same subculture, social class, and occupation may lead quite different lifestyles.

A lifestyle is a person's pattern of living in the world as expressed in activities, interests, and opinions. Lifestyle portrays the "whole person" interacting with his or her environment. Given this information, describe the LOHAS (an acronym) lifestyle described in the text and its usefulness in marketing. 2. An opinion leader is the person in informal, product-related communications who offers advice or information about a specific product or product category, such as which of several brands is best or how a particular product may be used. According to the text, how do marketers try to reach opinion leaders? 3. What are the five stages of the buying process briefly explain with examples 4.With related examples indenting the factors that influences consumer buying behavior of a product of your choice. 5. What is brand personality and what are the traits associated with brand . 6. How does culture impact the buying behavior of a consumer in a multiracial country with strong sub culture impact

Chap 8 1. Briefly describe the 7 steps in the segmentation process 2. Identify the four segment groups based on the brand loyalty status and identify what company can learn from degrees of brand loyalty. 3. Briefly explain product specialization and market specialization 4. Local markets reflect on grass root marketing. What are the characteristics of grass root marketing with examples 5. Not everyone favor local marketing. Identify the argument why it is so with detail explanation 6. Consumer attitudes are interesting to segment the markets. Briefly explain the difficult to segment. What are the five different consumer attitudes about a product that can be found in the markets Explain with examples of your choice.

Chap 10 1. Sally's is a boutique bakery that specializes in cupcakes. How can Sally's create channel differentiation to stand apart from its competitors 2. How does a company differentiate its market offerings using employee differentiation? Provide an example of a company using employee differentiation 3. As a company seeks to establish a category membership designation, how does the company approach points-of-difference? What is done first? Provide three examples of negatively correlated attributes and benefits 4. How does loyal brand community support the branding and positioning of a small business, provide your answer with clear and specific examples 5. With the help of an example, explain why a company's competition may not be from companies in the same category. 6.Give an example of the use of straddle positioning Name and briefly explain three less-structured alternatives to competitive brand positioning 7.Define a brand mantra and provide an example of a brand mantra. Briefly describe four brand differentiation strategies 8.Give an example of how a brand can be affiliated with a category in which it does not hold membership Explain three variables a firm should consider when analyzing potential threats posed by competitors