Essay - Customer Satisfaction Reflection and Commentary On: 'Consumers on the Whole...

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Customer Satisfaction

Reflection and Commentary on: "C*****sumers on the whole receive more benefits than risk from marketers knowing their personal information"

***** paper takes an intriguing approach to the issue of marketers knowing ***** information about consumer buying habits or hobbies, namely that of a risk management or cost benefit analysis approach ***** the question. Clearly, *****re are *****s to consumers when ***** know their personal information, but there are also *****s as well. Marketers need consumers, but consumers also ***** ***** buy goods. The process ***** ***** ***** selling is a mutual agreement, something that can be easily forgotten in an age that has grown very hostile towards advertising and is very anxious ***** the risks identity theft.

But the author argues that the return on the investment (ROI) of knowledge is not equal for consumers. A consumer risks a great deal more ***** ***** marketer in this sharing relationship. The marketer only ***** that an investment in tracking consumer buying habits, suggestions, or doing marketing research might ***** pay off in dollars, while a consumer risks a more substantial thing—his or her privacy. The ***** ********** the author sees ***** accrues to the consumer through various forms of cus*****mer tracking by marketers is that customer complaints are dealt with more efficiently, which ***** creates a higher chance for return traffic ***** ***** than if the ***** were ignored. Identity theft can ruin a customer's credit score, and repairing the damage can cost the ***** time and money.

Interestingly, the author does not discuss another hidden detriment to the consumer regarding time. ********** who has ever bought anything over the Internet knows the tendency to receive an increase ***** 'spam' or marketing promotions from websites ***** sell similar goods ***** ***** ones where the original purchase was made. Telemarketers who have gotten a consumer's n*****me and number often can target that consumer at the dinner hour because of the fact ***** he or she unwittingly let a marketer know about a subscription to ***** local newspaper ***** the existence of a computer in the household. And, as the article points out, this is unfair because the company ***** the good w***** purchased ***** making a profit from ***** consumer t*****ice, first from the actual transaction, and second by ***** and sharing the *****'s identity and ***** habits—with other purveyors.

This ***** makes some excellent points, but there are ***** questions as to the broad brushstrokes with which the author paints the argument. First of all, it seems like consumers do get some benefit from marketers *****ing their inform*****ion besides customer complaints being answered, otherwise ***** would never volunteer ***** information. Consumers do often volunteer their opinions through market *****, for fun, or also ***** in their own ***** *************** analysis, they feel that the chance to w***** a g*****t card or to get a coupon is w*****th sacrificing a bit of inform*****tion to the marketer. Also, consumers benefit from having ***** and promotions tailored to suit their needs. Every


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