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Marketing Basics - Kotler Philip

Achieving maximum customer satisfaction

According to this view, the purpose of the marketing system? achieving maximum consumer satisfaction , rather than the maximum possible level of consumption. Consuming large amounts of chewing gum or owning a larger wardrobe means something only if it ultimately leads to more complete consumer satisfaction.

Unfortunately, consumer satisfaction is difficult to measure. First, no economist has yet figured out how to measure full satisfaction with a particular product or specific marketing activity. Secondly, the direct satisfaction received by individual consumers from specific "benefits" does not take into account "evil", such as environmental pollution and the damage it causes. Thirdly, the degree of satisfaction experienced by the consumer of certain goods, such as products that are symbols of social status, depends on how few other people have these goods. Therefore, it is difficult to evaluate the marketing system based on the satisfaction indicators it brings to the public.