DQ 3.5How can marketers exploit consumers' failures to achieve goals to develop promotional appeals for specific products and services? Provide examples. Marketers can exploit consumers' failures to achieve goals to develop promotional appeals for specific products and services by setting a goal with their product. If the product meets or exceeds the goal, consumers will be more likely to purchase the product again. “Consumers often view mediocre products with greater satisfaction than is really warranted if product performance exceeds their expectations.” (Schiffman & Wisenblit, 2015, p. 59). By setting this goal that it should be possible to achieve from the product, the marketer will have successfully created a feeling of accomplishment for the consumer. An example of this is the Huggies Pull-Ups. Parents feel embarrassed if they can't potty train their children. It's much less embarrassing if your child is wearing a Huggie Pull-Up because they can easily take it off and throw it away without the child's pants getting dirty. Huggies exploits the difficulties and failures parents often face when trying to potty train their children. Another example is weight loss companies or gyms. At the beginning of each year, the most popular New Year's resolution is to start exercising and lose excess weight. Gyms and weight loss companies are using last year's failures in staying fit to their advantage. It states that “More people join the gym in January than in any other month… after disappearing, millions of dropouts still continue to pay their monthly gym bills.” (Preston, 2010). Gyms are able to exploit failures every year with the hope of consumers being able to lose those few extra pounds. of a current research problem. Secondary research is existing information originally collected for a research purpose other than this research. (Schiffman and Wisenblit, 2015). Secondary data can make primary research unnecessary if it can answer the question in part or in full. “One situation where market research is not necessary is when easy or even free access to authentic and reliable secondary data sources is available.” (Scheid, 2010). If there is secondary research that is free or answers part of the question or the entire question, there would be no need to spend time and resources on primary research. Some examples of major sources of secondary data are government agencies, periodicals, newspapers, or books. Many of these can be easily accessed from libraries and come from reliable sources.