Posted: February 3rd, 2015

Marketing Management class discussion wk3

Marketing Management class discussion wk3

Project description
refer to instructiuons
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Added on 01.02.2015 14:51
Graded Activity: Class Discussion (25 points)
Instructional Objectives for this activity:
Relate customer service/perceived satisfaction and company objectives
Compare and contrast customer value and customer loyalty
Regina purchases a television at Best Buy and after watching it for three weeks, decides that she doesnt really like the television. She tries to return it at Best Buy only to find they wont take it back, as she purchased it 21 days ago. Regina gets angry and starts to create a scene resulting in the police being called. This scenario might be plausible considering that at this time many customers believe, They are always right. However, companies are starting to realize that sometimes these practices are hurting their profitability and putting a strain on their resources. Instead you may see a few companies in todays marketplace taking a different approach to customers such as; only accepting returns with a receipt and limiting the circumstances exchanges can be made.

Considering this scenario and the idea that some companies are changing their philosophy of customers always being right, do you think it is still possible for companies to gain long-term loyal customers? How would you interact with Regina and maintain her as a customer before the police have to get involved? Your manager has instructed you that you can”t exchange the television, give her store credit, or any type of discount in the future.

Please respond to all of the following prompts:

Please explain the scenario and how you would try to handle it.
Do you think it is possible to keep customers that want a company to honor their request over the companys policies? Is it possible to instill loyalty to a brand? Why or why not?
Are customers that try to take advantage of store policies for returns etc., actually worth keeping loyal in the long run? Why or why not?

you will need to go to www.onlinecci.com, DChamberlain689, Dootdoot26.to do the questions