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Marketing and customer satisfaction

The concept of marketing and its potential impact on overall customer satisfaction is certainly a part of the overall importance of business. In general terms, marketing and marketing science are significant factors in stimulating customers’ needs and desires by paving the way to act. Hence, it is rational to conclude that advanced stipulations based on scientific research and data are tremendous tools for achieving the ultimate sales goal.

However, it is equally important to understand potential road bumps that may hinder customers’ overall perception if marketing is the only means of fine-tuning customer satisfaction. It is clear that seeking and marketing to those individuals and groups predisposed to a positive attitude toward particular products and services significantly reduces the possibility of negative feedback. Yet, it also reduced the true nature of general customers’ feedback that would have otherwise contributed to the possible improvement and long-term results.

Nevertheless, it is naïve to assume that marketing to a particular subset of the consumer with a positive predisposition to particular goods or services is not important. Such marketing methods through marketing segmentations may allow for an increase in return on investment, the creation of positive cash flow, increasing overall revenue and profitability, as well as many other benefits. However, the real question is sustainability and the long-term standing of a commercial institution that needs to be addressed.

Ultimately, any given organization must achieve long-term and short-term goals to assure viability and survivability. The endorsement of marketing segmentations of a single strategy will certainly harm an organization’s long-term growth and strategic planning and standing unless the product or services at hand are so specific that marketing to the general public is a moot point.

Such decisions can not and should not be generalized. Many factors must be considered before judging and deciding on a particular course of action. Those factors could and should include particular markets, given products, long-term growth strategy, short-term revenue consideration, and current and potential future market shares.


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