Answer to Question #166724 in Marketing for Sunny

Question #166724

Marketing has often been defined in terms of satisfying customers needs and wants. Critics maintain that marketing does much more than satisfying customer needs and wants and in fact create needs and wants that did not exist before. According to these critics, marketers encourage customers to spend more money than they should on goods and services they really do not need. What is your opinion of this on- going debate? Take a stance and defend your position using examples of companies that you perceive to have created or satisfied customer needs.

Expert's answer

Clearly, marketing plays a critical role in defining, communicating, and managing the customer experience. Customer experience refers to how a customer feels about each interaction they have with a company across all touchpoints. Since the marketing team is typically responsible for creating buyer personas, collecting data, and engaging with prospects, it's critical marketing works with sales and service to ensure the entire organization is delivering an exceptional customer experience.

Customer experience does not stop after the sale — in fact, some of the most powerful opportunities to create loyalty and drive repurchasing and referrals are experiences with service and support after the sale is made.

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