1. What are some basic ways that consumers evaluate products?
2. What is the importance of WOM (word of mouth) to a marketer? Why?
3. Customer evaluations = Experience - Expectations. What are 3 possible outcomes of customer evaluations?
4. Look at Yelp.com or the Yelp app (or another online customer evaluation system). Look up a restaurant you frequently purchase from and note how well or poorly the overall ratings line up with your own expectations and experience. Overall, how useful are customer evaluation systems to a restaurant's success?
5. Our textbook talks about the nature of experiences and mentions what most customers look for in a purchase. List them? How do they match up with your own criteria? Are there any other expectations that didn't make the list?
6. Describe Customer Relationship Management (CRM) and its relationship to marketing?
7. What is cluster analysis? How are they useful?
8. What are the basic principles of customer lifetime value (CLV)?
9. What are the 6 basic techniques used in market research?
10. You're a marketing consultant. Your client wants to know about the value of satisfaction surveys. What would you tell them?

Reference: Iacobucci, Dawn (2018). Marketing Management, 5th Ed. Cengage Learning.

Chapters 14-15