Think back to first exercise from this week, recall the last $100 item you purchased. Consider your thoughts on the actions the marketer took to get the item ready for your purchase. Now think about the time and effort you put into buying this particular item. How much thought did you put into the purchase? What cultural or personal factors influenced your decision? What do you know about your purchase now that you didn't know before making it? If you do know more, is that a good or a bad thing? Have you evaluated the service? And if so, what feedback did you provide and how? As you answer these questions, consider how a company capitalizes on both the buyer decision-making process and buyer evaluation process with its product or service.