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

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Customer Satisfaction

Reflection and Commentary on: "Consumers on the whole receive more benefits than risk from marketers knowing their pers*****al information"

This paper takes an intriguing approach to the issue of marketers ***** personal information about consumer buying habits or hobbies, namely that of a risk management ***** cost benefit analysis approach ***** the question. Clearly, there are risks to consumers when ***** know their ***** information, but there ***** also benefits as well. Marketers need consumers, ***** consumers also need ***** buy goods. The process of ***** ***** 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 about the r*****ks identity *****ft.

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

*****, the author does ***** discuss another hidden detriment to the ***** regarding time. Anyone who has ever bought anything over the Internet knows the tendency to receive an increase of 'spam' or marketing promotions from websites that sell similar ***** ***** the ones where ***** ********** purchase was made. Telemarketers who have gotten a consumer's n*****me *****d number often can target that consumer at the dinner hour because of the fact that he or she unwittingly let a marketer know about a subscription to ***** local newspaper or ***** existence of a computer in the household. And, *****s the article points out, this is unfair ***** the company where the good was purchased ***** making a profit from ***** consumer twice, first from the *****ctual transaction, and second by ***** and ***** the *****'s ***** and buying habits—with other purvey*****s.

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


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