This document discusses marketing mix, target markets, decision making processes, buying motives, and rational versus emotional buying. It provides examples of how Apple introduces new iPods around Christmas, lowers prices of old models and raises prices of new ones. It also discusses targeting the Chevy Volt to energy efficient car buyers and generic products to budget-conscious consumers. The decision making process is outlined in 5 steps and an example is given of choosing an affordable house that meets a family's space needs. Rational buying motives prioritize economy while emotional motives are influenced by popularity and image.