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1. Berry's is a chain of shoe stores. The company recently reviewed its customer relations strategy and suggested that the brand communication be consistent across all customer touch points. What are the various touchpoints for Berry's?
2. In his 2003 book, How Consumers Think, Gerald Zaltman writes, "When it comes to buying, 95% of our decision making takes place in the unconscious mind." The conscious mind evaluates the price and quality of a product, but the unconscious mind shapes the customer's attitude toward a product. Therefore, consumer-products companies should strive to appeal to those unconscious minds rather than attempt to create the best-quality product. Discuss.
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