[Marketing Myths & Consumers' Fear of Marketing]

by

Acknowledgement

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

DECLARATION

I, [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

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Abstract

Superior value creation and customer support are key issues of strategic marketing for companies in today's highly competitive environment. Many companies experience customer defections, even when they believe that clients were satisfied with their service. THE key issue that organizations must do is what we could have done differently had they known that the customer wishes to defect? How could they have demonstrated value of customer service delivery? On other hand, was defection of the result of lower value? Companies should focus heavily on customer value and retention / management relations to increase long-term benefits.

Table of Contents

Abstract1

CHAPTER I: INTRODUCTION4

Introduction4

BACKGROUND5

PROBLEM STATEMENT6

PURPOSE6

RATIONALE OF STUDY6

AIMS AND OBJECTIVES7

SIGNIFICANCE OF STUDY7

RESEARCH QUESTIONS7

CHAPTER II: LITERATURE REVIEW9

Overview of literature9

Conceptual framework: information and service encounter12

Customer Value16

Loyalty20

Retention22

CHAPTER III: METHODOLOGY25

Method of sampling and profile25

Measuring26

Analysis of data27

Primary or secondary / Qualitative or Quantitative28

Definition of (Qualitative/Quantitative) Research28

Quantitative Research28

Qualitative Research29

Research Instruments (only for Primary Research)29

CHAPTER IV: RESULTS31

Research findings31

Conclusions: Hypothesis 5.131

Results: Hypothesis 8.634

CHAPTER V: CONCLUSION38

REFERENCES43

APPENDIX49

Marketing Myths & Consumers' Fear of Marketing

Chapter I: Introduction

Introduction

Value is subjective and depends on who is making that determination. What may be the valuable trait for the client; another client can be viewed as an added expense. With this in mind, the company must create the unique approach to achieving value in market. Consider financial services field. Charles Schwab & Company emphasis is value in offering lower prices and trade of suitable investment through highly automated systems. In contrast, Edward Jones, Missouri-based private equity broker, has become the U.S. agent showcase of values. Use of 9,000 single-agent offices in U.S., intimate relationships, and personal face to face with customers feed comprising conservative philosophy instead of online commerce.

Services create value opportunities in business and consumer markets. As the service of economies in transition in leading information economies, it is estimated that about half of work done in industrial countries is knowledge work (Kaplan and Norton, 2001). Much of this experience results of professional services sector, which is characterized by employees with specialized skills and higher education or training. This includes business of business organizations such as accounting, advertising, consulting, legal and market research firms and business to consumer providers such as lawyers, dentists, financial planners, insurance companies, doctors, etc.

From perspective of academic research, professional services of the vital economic and neglected sector. Purpose of this study is to assess how customers perceive value of professional services, an important driver of advanced economies. Evaluate service quality, image and price and customer value components. This study adds to the growing body of knowledge by examining construction of value, satisfaction and ...