Upon completion of this chapter, the student will be able to answer the following questions:

1. What is the typical buying process engaged in by consumers, and what are the characteristics of each stage?
2. What are the primary social and cultural influences that affect consumer buying decisions, and what are the implications for marketing management decisions?
3. How are consumers influenced by others (reference groups, family), life roles, and status in groups?
4. How do an individual's personal and psychological characteristics influence the consumer buying process, and how do these influences affect marketing management decisions?
5. In what ways do product classifications affect the consumer buying process and the design of marketing programs?
6. In what ways does the purchase situation affect the consumer buying process and the design of marketing programs?
7. How do the concepts of relationship marketing, the new marketing concept, and market-driven management contribute to successful marketing programs?