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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 overall importance of business. In general terms, marketing and marketing science are significant contributing factors in stimulating customers’ needs and desire by paving the way to act. Hence, it is simply rational to conclude that advanced stipulations based on scientific research and data, are tremendous tools in achieving the ultimate goal of sales.

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

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

      Ultimately, any give organization has to achieve a combination of long term and short term goals in order to assure the viability and survivability. Endorsement of marketing segmentations a single strategy will certainly have a negative impact on long term growth and strategic planning and standing of an organization; unless the product or services at hand are so specific that marketing to general public is a mute point.

      Such decisions can not and should not be generalized. There are many factors that have to be taken into account before judging and deciding for particular course of actions. Those factors could and should include particular markets, given products, long term growth strategy, short term revenue consideration, as well current and potential future market shares.


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