Sheldon bought his tennis racquet from Tina, the pro at his tennis club, partly because Sheldon really likes Tina. The evaluation phase of the sales interaction process occurs when the salesperson learns about the consumer's interests and the consumer learns about the store's offerings. Sell everyone and everything. Customers know what they want. Customers will vote with their dollars.
Customers demand the best quality around.
Customers do not know what they want. Marcia had difficulty reading her morning newspaper because it had been left out in the rain. Lawrence drives his friends crazy because he changes channels with his remote as soon as a commercial comes on the television. This is an example of a. decoding difficulty. If Gary walked past a display of toothpaste, recalled that he had seen the brand advertised a lot, and decided to try it, this would be an example of a. McGuire's hierarchy of advertising effects.