Is the Customer Still King?

Marketing is being defined by Stidsen as ground activity directed at satisfying needs and wants by means of human ex falsify processes (Stidsen 1979). Stidsen therewith implicates two main drivers of marketing activities. First, it is about satisfying the needs and wants of the particular purpose market. Second, it implicates a human exchange process which is an exchange amid the demarcation and its consumer, mostly of goods or services against monetary services. while the sc polecatch part of the definition can be construe as customer orientation the second part characterises a coordinate of marketing which has the profit maximisation as r all(prenominal)y purpose. In this competing focus the role of the customer is widely discussed in new-made marketing theory. Further the Markets atomic number 18 increasingly influenced through globalisation and therewith technological innovations change the conditions for marketers. Uncertainty and complexity argon connected to t his development (Brown 1993). These changes in market environments changed the market grace and therewith the consumer behaviour (Fortin & group A; Uncles 2011). In an era of long information that is available, companies compete globally for attention and presence on markets.

The consumer, needed by companies to yield revenues and growth, decides more based on brands and images, which are built up through advertising and marketing campaigns. In this competition all methods seem to be permissible. somewhat critics discuss deceptions, tastelessness and abusiveness. particular marketers, based on an onset of Jurg en Haberma, discuss whether marketing brings! either tangible benefits on the troupe (Gordon et al. 2007). The role of the consumer in the neoliberal system is observed in different academic subjects much(prenominal) as marketing, economics, politics, sociology and psychology (F?rat 2009; Davies & Elliott 2006). On the otherwise end of the exchange are consumers, which are under force to consume (Benn 2004) and insecure, captured in a social prison...If you want to excite a full essay, request it on our website: OrderCustomPaper.com

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