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The group born between 1968 and 1979, now generally in their early 30s to early 40s are referred to as Generation Y.

Most online shoppers who start with search engines do so because these provide the greatest amount of information about products and companies.

A reference group’s influence on the purchasing decision of a member is often greater when the product is more conspicuous and not commonly owned.

Social media marketing seeks to control the content and message received by the audience.

The core values of American culture include work ethic and the desire to accumulate wealth.

Environmental management rarely works because marketers cannot hope to influence the external environment, they can only respond to changes in it.

Families, bachelors, and retirees could be considered separate market segments for a company promoting travel packages.

Dividing an overall market into homogeneous groups based on gender and age would constitute demographic segmentation.

Communities created by social media help steer consumers toward new brands and products.

E-marketing is an integral component of e-business.