Chapter 4

1. What is the scope of marketing research?
2. What steps are involved in conducting good marketing research?
3. What are the best metrics for measuring marketing productivity?

Chapter 5

1. What are customer value, satisfaction, and loyalty, and how can companies deliver them?
2. What is the lifetime value of customers, and how can marketers maximize it?
3. How can companies attract and retain the right customers and cultivate strong customer relationships and communities?
4. How do customers' new capabilities affect the way companies conduct their marketing?

Chapter 6

1. How do consumer characteristics influence buying behavior?
2. What major psychological processes influence consumer responses to the marketing program?
3. How do consumers make purchasing decisions?
4. In what ways do consumers stray from a deliberative, rational decision process