In measuring consumer satisfaction, marketing managers should remember that:
A) Customer satisfaction is a highly personal concept.
B) Consumer expectations and aspirations tend to remain the same over time.
C) Looking at the average level of satisfaction for a whole society provides a precise description of macro-marketing effectiveness.
D) Evaluations of macro-marketing effectiveness are purely objective in that they are based on tabulated survey results.
E) All of the above.

Question

Quizplus · Accepted Answer

Consumer satisfaction is highly personal and can vary greatly from individual to individual. While certain trends may be identified, it is important to remember that each consumer's expectations and aspirations are unique. Choices B- D are all incorrect as they either make generalizations about consumer behavior or oversimplify the process of measuring satisfaction.

In Measuring Consumer Satisfaction, Marketing Managers Should Remember That