Discuss the use of marketing research to be used to gather information on present or potential customers. Which forms of marketing research would be best in gathering consumer information relating to the product/service? (Ch.4) Q2. Explain several external forces that affect the organization's marketing planning and strategy. (Ch.4) Q3. Discuss the aspects of the organization's customer relationship management (CRM) program. (Ch.5) Q4. Explain which consumer characteristics (personal, psychological, cultural, situational, social) matter most in the purchase decision. (Ch.6) Q5. Explain how the product/service is positioned in the market. Quote positioning statement for the product/service and explain its rationale. (Ch.7)