Why are consumer attitudes an important issue for marketers to study? Can attitudes be changed easily by marketers? Explain.

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Top executives

Marketing managers

Operations managers

Manufacturing employees

Customer$-$contact employees

e$-$marketing can be implemented without using advertising agencies.

e$-$marketing generates more revenue for the firm.

e$-$marketing is simple and easy to use.

marketers and customers can share information.

websites are better than brick$-$and$-$mortar stores.

most often comes in the form of customer complaints.

is often mentioned in secondary data reports, such as trade journals.

is typically a departure from some normal function, such as a failure to attain objectives.

employs local researchers who understand how to approach potential respondents and can do so in their own languages.

employs its own researchers who understand how the company prefers to conduct research.

employs its own researchers who understand how to conduct marketing research ethically.

employs nonprobability sampling.

focuses on qualitative rather than quantitative data.

sociocultural force

political, legal, and regulatory force

competitive force

social responsibility force

embargoes.

quotas.

exchange controls.

import controls.

balance of trade controls.

uncontrollable environmental forces.

the power an individual controls in the buying center.

personal characteristics of individuals in the buying center.

activities of suppliers.