Question: Competency: Assess company-controlled factors and policies that sway consumer actions.

Scenario: You are the marketing manager for Best Fitness. The firm markets athletic footwear, sportswear, and accessories. Best Fitness has a reputation for manufacturing the finest products and is the leader in the industry.
A new line of sportswear has been developed, including water sport equipment such as kayaks, surfboards and water skis called Just Right Watersports Equipment. Best Fitness has a reputation for manufacturing the finest products, is the leader in the industry and has been ranked #1 in consumer satisfaction in the industry for the last five years.

Instructions: Your manager, Michael Groza, has asked you to come up with after-sale company polices reinforcing Best Fitness' reputation for consumer satisfaction. In an email to Michael Groza, address the following:

• Define cognitive dissonance in relation to consumer behavior.

• Explain why consumers purchasing the new line of water sport equipment might experience cognitive dissonance.

• Provide company policies reducing cognitive dissonance.

• Explain how each policy increases customer satisfaction, increases loyalty, and builds long-term relationships between the firm and its customers.