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Essentials of Marketing

05/10/2014

YAN Huating(SIM)

For me, i agree with the opinion of Paul Gibbs, and the following are two key points which i support.

Firstly, although exchange may be the economic root of the market economy, it is the transcendence of that exchange that is the essence of marketing. Liike the petrol example, it is not only an exange of money and goods(petrol). In a real-world consumerist situation, there are much more contextualised influences between buyers and sellers. For example, the service that the petrol station provides will make a good or bad impression on the customers, and this impression can directly affect suctomer satisfaction towards the commodity(petrol). More important is that---there are many different brands of petrol station, so they have to improve their customer satisfaction to compete with other brands.

Secondly, satisfaction is not always well-being, and Gibbs’s arguent is that---the article’s ethical rather than marketing objectives. Just like the case which Gibbs gived in this article, there are lots of market space for sugar saturated food, pornographic and vedio. And the demand can just bring huge profits to the market. But these kind things have a really bad soial influence, especially for the adolescent that are lack of the ability of self-discipline. No doubt that marketers are not exclusively should responsible for this. However, just like Gibbs said, “marketers, like others, ought to seek the enhancement of people’s well-being.” Well-being is a crucial part of customer satisfaction but not an exclusive one. For me, i’m also in favor of Gibbs’s view, professional should aspire. Cuase if the markerters care nothing but the profits, those products that we just mentioned above can really harm their clients and even the global economy, hence finnally it will also harm the marketers themselves.

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