Implementation Evaluation Control

The way our customers evaluate us is very important to us at "All Skate." We realize that we cannot cater and impress every single customer. Our goal is to give excellent customer service and our management team will observe our employees and give monthly evaluations. They way we distribute and promote "All Skate" will determine the outcome of our success rate when we open, and if we should continue with our strategies or not. We will make sure that customers have the opportunity to give their personal evaluations of their experience at "All Skate."The customer’s evaluation of the difference between all the benefits and all the costs of a marketing offer relative to those of competing offers. pg 14

The consumer arrives at attitudes toward different brands through some evaluation procedure. How consumers go about evaluating purchase alternatives depends on the individual consumer and the specific buying situation. In some cases, consumers use careful calculations and logical thinking. At other times, the same consumers do little or no evaluating; instead they buy on impulse and rely on intuition. Sometimes consumers make buying decisions on their own; sometimes they turn to friends, online reviews, or salespeople for buying advice. pg 154