1. Give an example of a purchase occasion where you chosenotto buy a product or service because the service output levels were not appropriate. Identify whether the demand gap was in provision of too low a level or too high a level of service outputs. What did you do instead? Buy at another outlet with better service output provision? Do you know people who would be happy to buy from the outlet that you rejected? Why would they be happy to do so?
2. Use the concept of demand-side gaps to explain why it is frequently a bad idea to transplant a channel design from one country directly to another without any modification.