Consumer Satisfaction and its Impact on Marketing
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What is consumer satisfaction? What impact does consumer satisfaction have on marketing? Why is consumer satisfaction important? Illustrate your answer with two brand-specific examples
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Solution Summary
Explains what consumer satisfaction is and how it impacts marketing.
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Customer satisfaction is a measure of how 'happy' the customer is with the service or product that they just purchased.
Marketing and customer satisfaction are directly related. Marketing needs to work hard to ensure that a customer becomes and stays satisfied. If there is an initial problem with the product then the marketer needs to address the situation sooner, and offer solutions to satisfy the customer. As well, once they become satisfied with your product/service, customers should be offered incentives in order to remain loyal satisfied customers (exclusive coupons on future purchases for current customers for example). Finally, if anyone is completely dissatisfied, marketers need to deal with that segment as well to make sure that ...
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