As the exercises demonstrated, the consumer buying process is complex and full of potential pitfalls. A Web site like CanGo's could effectively move the customer as far as the purchase decision. However, if it fails at that point to address some important factor, it could lose the customer to a more knowledgeable competitor. As you watch the Resolution Video, note where in the process CanGo tends to lose potential customers. Notice too how Andrew and his team use information from VALS2^TM to fill the gaps in their understanding of their target consumers.

Watch the Resolution Video to see how things turned out at CanGo. Then proceed to the next page to examine another important crisis at CanGo.

 
 
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