• What is a marketing objective?
• Distinguish between the concepts of value and satisfaction.
• Identify three types of costs and three types of benefits consumers might perceive in the context of purchasing a car
• Describe customer loyalty and how might one enhance customer loyalty.
• Describe the acronym AIDA.
• Define share of mind and share of heart
• Describe two Company orientations to the marketplace discussed in the text.
• Describe the Macromodel of the Communication Process.
• What is Word of Mouth (WOM) and the impact digital communications has on WOM.
• What are the differences between high involvement and low involvement.