Following are the role of the consumer in marketing:
- Firms exist to provide value to consumers. When consumers disappear, so does the firm.
- The consumer is a human being. He or she is not a number in a spreadsheet or a point on a graph. The consumer has feelings and emotions.
- Each consumer is different.
- Customer service is an investment, not a cost.
- Every customer deserves to be treated with respect and dignity.
- Customers are talking to one another at unprecedented rates. If you are offering bad service to one consumer, it will not be long before others get to know this.
- You must devote resources to listening to the market conversation.
- Marketing must now adopt a collaborative approach with the consumer rather than trying to dictate how consumers must behave.
- Transparency of marketing operations will enhance consumer trust. If you are collecting personal information from the consumer, full disclosure is the way to go.
- By adopting win-win marketing. You can enhance your profits by obsessing about serving your consumers well.
