1. Describe the new features you would add to an automobile designed for consumers in each of the following generational segments: Baby Boomers, Generation X, Generation Y (Millennials). In what magazines would you advertise to appeal to this target market?

2. What ethical issues have you encountered with business as a manager, employee, customer or other stakeholder?  What values were involved?  How was the situation resolved?  What would you do differently if you could go through the situation again from the beginning?

3. Revisit the core values exercise. Are some values more applicable in business than others? To what extent should a person modify their personal ethics in a professional environment? Is consistency important? Explain your answer.