Influences

What is meant by the term family?  What is the important of studying families to the understanding of consumer behavior?

Assume that you are the marketing manger for a clothing firm that wishes to attract the gay maket. How would you assess the size of this market?  What marketing plan would you use?

What is meant by the expression "a clutterd marketplace" ? Whysi theis important to busineses?  How has this influence business strategy and tactics?


Following the recommendation of its advertising agency a compnay modifies its cureent advertising campaign to include a famous celebrity as a way of enticing consumers to pay attention.  Yet market research has challenged the wisdom of doing this since its advertising became less, not more effective.  Why might this happen?