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

Question

Quizplus · Accepted Answer

David's lack of understanding or awareness of customers' needs and preferences indicates a knowledge gap. He assumes that if customers wanted these services, they would ask for them, but that may not be the case. It is up to the business to proactively identify and satisfy customer needs.

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