1. Describe the cultural, social and personal characteristics that distress people when they choose a restaurant at which to celebrate their birthdays.

2. Soft drink marketers expend about $400 million on television advertising each year. Why is this significant?

3. Outline the major inspirations on business buyers. Why is it significant for the business-to-business buyer to understand these major influences?

4. How does the business buying process vary from the consumer buying process?

5. Suppose that you own a small printing firm as well as have the opportunity to bid on a federal government contract that could bring a considerable amount of new business to your company. List three advantages as well as three disadvantages of working in a contract situation with the federal government.