“Don’t Know” but “Care”

The rise and expansion of social marketers within the industry are all dependable on their capabilities to continuously generate profit and revenues for the organizations. They will be fully utilizing all available resources in order to achieve their marketing objectives. They have come out will all sorts of marketing initiatives in obtaining the trust and attention from their target audience by providing continuous speed and convenience through online social networking channels.

McCoy, Frieder, Larry and Hedges (1994: 241) stated “Once customer define what convenience means to them, managers then need to establish how much they value each form of convenience”. Ability to conduct a customer satisfaction survey and research on frequent basis will enable marketers to determine their audience purchasing behavior at all time. This will enable them to provide more value added-services for the customers.

On the other hand, marketers must be able to realize that consumers can be considered as problem solvers as they will involve in any decision making process and come out with solutions in satisfying their purchasing behavior (Webb, 2010: 28). Webb also mentioned that customers will make use of all available alternatives that can potentially solve the problem as it different “between a consumer’s actual current state and their desired state”.

It proves that marketers “don’t know” about their customer’s decision making process but they are willing to determine it by obtaining useful information either directly from the customer through interview or by conducting market research and survey. It is because in generating growth and revenues, marketers do “care” about their customers purchasing needs and also in achieving the organization’s sales target at all time.

McCoy, John B., Frieder, Larry A. & Hedges, Jr. Robert B. (1994). Bottomline Banking Meeting the Challenges for Survival & Success. United States of America: Probus Publishing Company.

Webb, Karen. (2010). Consumer Behaviour. (2nd edn). Australia: McGraw-Hill Asutralia Pty Limited.