Saying our job is to build customer loyalty and trust

This preview shows page 8 - 10 out of 15 pages.

, saying “Our job is to build customer loyalty and trust by delivering on the promise made by our brand. Today many companies are preaching customer value and customer centeredness, although in many cases it is more talk than action”[Maz07], especially in a situation where the possible personal advantages can overshadow moral conviction. Additionally, marketing can further be determined as a social force because of the emphasis placed on the orientation of human behavior based on the keen observation of marketing experts. Especially true in social marketing, it is an undeniable fact that marketers cannot access insight into what is popular among their clientele without asking questions, requiring the administration of careful and detail-oriented research on their targeted demographic. Since “marketers [must] as questions about the beliefs, values, and attitudes of customers in any market since [since] understanding the customer is the foundation for successful marketing” [Har99], marketers depend on statistical evidence of what is currently popular. They acquire this information through countless surveys administered world-wide by marketing professionals, and statistical data acquired through these surveys is calculated,
reviewed and incorporated into the theories and approaches developed by marketing masters in several of the sources explored in the text. These are all measures taken to further establish social success in the marketing industry. The information is so valuable, in fact, that in Newer Insights into Marketing , two approaches that add to the foundation of social marketing and mass marketing, developed because of the information acquired through behavioral observation of individuals, are explained as the US approach and the European approach. Each approach has been developed with the single intention to better analyze the targeted demographic, with the European approach applied to “gather data that can be statistically analyzed to determine the attitudes, values, and beliefs that form the basis of a particular culture”[Har99]. The values, attitudes and beliefs targeted in the European approach are all components of understanding human behavior, however the European approach is more affected by cultural aspects of society. The US approach is a testament to the argument of the behavior-focused aspect of social marketing though, with the US approach being more behavior-oriented [Har99] to incur social success. Another aspect of marketing is that it can be found at the center of many social issues, due to the level of influence it can have on the decisions of people. In the online article entitled, Social Marketing for Social Change , they discuss how social marketing can be used as a tool to change people’s behavior through a specific example: achieving health equality and social change in the context of obesity. The article states itself that “social marketing has traditionally taken a downstream focus, targeting individuals to change their behavior” (Tapp and Wood 4),

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture