What is the difference between an active and inactive problem? How does this affect the consumer decision journey? What finding from the McKinsey study are particulary relevant for problem identification?

1. What is the difference between an active and inactive problem? How does this affect the consumer decision journey? What finding from the McKinsey study are particulary relevant for problem identification?

2. Think about the purchase of a new mobile phone for yourself. Discuss the kind and nature of the decision process you use to choose whats best for you. Illustrate with examples of the steps of that process and implications for marketers. What other factors discussed earlier are key for you in this decision as well?

3. In class, you took a test about brands from Bryon Sharp. Here is link to his book, How Brands Grow. ( https://www.researchgate.net/publication/259196911_How_Brands_Grow ) What is evidence based-marketing and why is it more important today? What does the Colgate example show?

4. What is cognitive dissonance? Have you every purchased something or made a decision where you felt a lot of dissonance? What can individual do to reduce post-decision dissonance? What are implications for marketers- give an example?

5. What are the major similarities and differences between individual buying behavior and organizational buying behavior? How could the “Regis Mckenna” model described in class be used to introduce a new product to industrial buyers?