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 these alternatives are correct.

Question

Quizplus · Accepted Answer

Customer satisfaction is subjective and based on individual experiences and perceptions, so it is important for marketing managers to understand that each customer's definition of satisfaction may be different. Option B is incorrect because consumer expectations and aspirations can change over time, making it important for managers to stay up-to-date on evolving customer needs and desires. Option C is incorrect because looking at the average level of satisfaction for a whole society may not be an accurate reflection of individual customer experiences. Option D is incorrect because evaluation of macro-marketing effectiveness involves subjective factors beyond just survey results, such as sales data and customer loyalty.

In Measuring Consumer Satisfaction, Marketing Managers Should Remember That