Required: Select any organization that recently made the headlines due to either product / service failure. Conduct research on this organization and discuss the following: • The product or service that the organisation offers. • The product / service experience that the target market enjoys • The planned marketing communication tools mix that the company uses • How the organization responded when the unforeseen negative event occurred, including the mode of communication that was used to engage with the affected customers; as well as details of the corrective actions taken. • Make recommendations on how an organization can improve the handling of negative situations that affect customers
Required: Select any organization that recently made the headlines due to either product / service failure. Conduct research on this organization and discuss the following: • The product or service that the organisation offers. • The product / service experience that the target market enjoys • The planned marketing communication tools mix that the company uses • How the organization responded when the unforeseen negative event occurred, including the mode of communication that was used to engage with the affected customers; as well as details of the corrective actions taken. • Make recommendations on how an organization can improve the handling of negative situations that affect customers
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Required: Select any organization that recently made the headlines due to
either product / service failure.
Conduct research on this organization and discuss the following:
• The product or service that the organisation offers.
• The product / service experience that the target market enjoys
• The planned marketing communication tools mix that the company uses
• How the organization responded when the unforeseen negative event occurred,
including the mode of communication that was used to engage with the affected
customers; as well as details of the corrective actions taken.
• Make recommendations on how an organization can improve the handling of
negative situations that affect customers
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