1. How would you differentiate between organizational buying and individual buying? Taking the example of purchase of a computer for your personal use and for organizational purposes, explain the differences.
2. What do you understand by absolute threshold and differential threshold? How do marketers apply the concept of differential threshold or ‘just noticeable difference’ in their marketing strategy? Explain giving suitable examples.
3. Explain the concept of learning and discuss its marketing applications.
4. What do you understand by social class and social stratification? How would you as a marketer of motorcycles use your knowledge of social class influence to market your products?
5. You are a marketing manager of a company that has started manufacturing LCD TVs. How will you anticipate, analyze and respond to the post-purchase feelings of your customers?
6. How does the micro-economic model explain the decision process of a consumer? What are the shortcomings of the model?