The relationship between the consumer's expectations and the product's ________ determines whether the buyer is satisfied or dissatisfied with a purchase

Zippy Construction Ltd. has been experiencing extremely tough competition in recent months for its specialty housing components. Fred Farkle, President of Zippy Construction, was reading the latest industry statistics on overall sales of specialty components and noted that revenues had plateaued. It is likely that Mr. Farkle was facing which stage of the product life cycle?

a. maturity b. introduction c. growth d. decay

Some consumers worry that they will be affected by marketing messages without even knowing it. They are concerned about ________

A) alternative evaluation B) subliminal advertising C) selective retention D) cognitive dissonance E) selective communication