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 or cost benefit analysis approach to the question. Clearly, there are risks to consumers when ***** know their personal inf*****mation, but there are also ********** as well. Marketers need consumers, ***** consumers also ***** ***** buy goods. The process ***** ***** and selling is a mutu*****l 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 theft.

***** the author argues ***** the return on the investment (ROI) of *****ledge is not equal for consumers. A consumer risks a great deal ***** ***** ***** marketer in this sharing relationship. The marketer only risks that an investment in tracking consumer buying habits, suggestions, or doing marketing research might ***** pay off in dollars, while a consumer risks ***** more substantial thing—his or her privacy. ***** only benefit the ***** sees ***** accrues to the consumer through various *****ms of customer ***** by marketers is that customer complaints are dealt with ***** efficiently, which ***** creates a hig***** chance for return traffic for ***** than if the complaints 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 a*****her hidden detriment to the consumer regarding time. ********** who has ever bought anything over ***** Internet knows the tendency to receive an increase ***** 'spam' or marketing promotions from websites ***** sell similar ***** to ***** 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 a local newspaper or ***** existence of a computer in the household. And, as the article points out, this is unfair because the company where the good was purchased is making a profit from ***** consumer twice, first from the *****ctual transaction, and second by ********** and sharing ***** ********** ***** and buying habits—with other purveyors.

This article makes some excellent points, but there are ***** questions as ***** the broad brushstrokes with ***** the ***** paints the argument. First of all, it seems like consumers do get some benefit from marketers *****ing *****ir information besides customer ***** being answered, otherwise consumers would never volunteer their 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 gift card or to ***** a coupon is w*****th sacrificing a bit of information to the marketer. Also, consumers benefit from having goods ***** ***** tailored to suit their needs. Every


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