Pete's marketing research returned the finding that customers were staying away from his coffee shop because of a lack of services like gift cards, seasonal selections, and special orders. Pete was shocked. "Nobody ever asks about that stuff! If it were that important, people would ask about it." Pete is likely suffering from a(n)________ gap.
A)knowledge
B)standards
C)ethics
D)delivery
E)communications

Question

Quizplus · Accepted Answer

Pete's lack of knowledge about his customers' wants and needs has led to a gap between what they want and what he is providing. He assumes that if customers wanted these services, they would ask for them, but this is not always the case. Proper market research can help businesses identify and address such gaps.

Pete's Marketing Research Returned the Finding That Customers Were Staying