Is the Customer Still King?

Marketing is being defined by Stidsen as piece activity directed at satisfying needs and wants by means of human ex falsify processes (Stidsen 1979). Stidsen therewith implicates two chief(prenominal) drivers of marketing activities. First, it is about satisfying the needs and wants of the particular physical object market. Second, it implicates a human exchange process which is an exchange between the demarcation and its consumer, mostly of goods or services against monetary services. term 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 cardinal 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 con nected to this development (Brown 1993). These changes in market environments changed the market grace and therewith the consumer behaviour (Fortin & angstrom unit; Uncles 2011). In an era of long information that is available, companies compete glob exclusivelyy for attention and presence on markets.

The consumer, needed by companies to slip away 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. detailed marketers, based on an onset of Jurgen Haberma, discuss whethe! r marketing brings all tangible benefits on the troupe (Gordon et al. 2007). The role of the consumer in the neoliberal system is observed in different academic subjects such as marketing, economics, politics, sociology and psychology (F?rat 2009; Davies & Elliott 2006). On the early(a) end of the exchange are consumers, which are under oblige to consume (Benn 2004) and insecure, captured in a social prison...If you want to notice a full essay, request it on our website: OrderCustomPaper.com

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