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an manages a highly reputable cybersecurity business. This ing the best cybersecurity software. Consumers appreciate the fact that they can make ure transactions without worrying about privacy or identity theft. Dylan knows that the mpany's product far surpasses that of the competition. One thing has been bothering h ugh. In order to put so many resources into ensuring the best software, Dylan had to l ployees at the customer call center. Recently, consumers have begun complaining abo g wait times when they call in with a problem or concern. Although its cybersecurity tware is still considered one of the best, customer satisfaction with the firm's customer vice has plummeted. Dylan does not understand why consumers are getting so upset. ieves the exceptional software more than makes up for long waiting periods and other ues with its customer service. "After all," he says, "they can't have it all. If I invest more i rice that means less investment on ensuring the quality of our product offe

an manages a highly reputable cybersecurity business. This ing the best cybersecurity software. Consumers appreciate the fact that they can make ure transactions without worrying about privacy or identity theft. Dylan knows that the mpany's product far surpasses that of the competition. One thing has been bothering h ugh. In order to put so many resources into ensuring the best software, Dylan had to l ployees at the customer call center. Recently, consumers have begun complaining abo g wait times when they call in with a problem or concern. Although its cybersecurity tware is still considered one of the best, customer satisfaction with the firm's customer vice has plummeted. Dylan does not understand why consumers are getting so upset. ieves the exceptional software more than makes up for long waiting periods and other ues with its customer service. "After all," he says, "they can't have it all. If I invest more i rice that means less investment on ensuring the quality of our product offe

Principles Of Marketing
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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9 C Scenario Dylan manages a highly reputable cybersecurity business. This company has been voted as having the best cybersecurity software. Consumers appreciate the fact that they can make secure transactions without worrying about privacy or identity theft. Dylan knows that the company's product far surpasses that of the competition. One thing has been bothering him, though. In order to put so many resources into ensuring the best software, Dylan had to lay off employees at the customer call center. Recently, consumers have begun complaining about long wait times when they call in with a problem or concern. Although its cybersecurity software is still considered one of the best, customer satisfaction with the firm's customer service has plummeted. Dylan does not understand why consumers are getting so upset. He believes the exceptional software more than makes up for long waiting periods and other issues with its customer service. "After all," he says, "they can't have it all. If I invest more in customer service, that means less investment on ensuring the quality of our product offering." Refer to Scenario 1.3. Dylan has asked you, a marketing consultant, to give him advice. He cannot understand how a cybersecurity company with the best product offering in the industry could get such low satisfaction ratings simply because the customer service is not up to par. You suggest that Dylan has a narrowly defined view of the company's product offering. You tell Dylan that successful marketers should define their products as what they. (
Transcribed Image Text:9 C Scenario Dylan manages a highly reputable cybersecurity business. This company has been voted as having the best cybersecurity software. Consumers appreciate the fact that they can make secure transactions without worrying about privacy or identity theft. Dylan knows that the company's product far surpasses that of the competition. One thing has been bothering him, though. In order to put so many resources into ensuring the best software, Dylan had to lay off employees at the customer call center. Recently, consumers have begun complaining about long wait times when they call in with a problem or concern. Although its cybersecurity software is still considered one of the best, customer satisfaction with the firm's customer service has plummeted. Dylan does not understand why consumers are getting so upset. He believes the exceptional software more than makes up for long waiting periods and other issues with its customer service. "After all," he says, "they can't have it all. If I invest more in customer service, that means less investment on ensuring the quality of our product offering." Refer to Scenario 1.3. Dylan has asked you, a marketing consultant, to give him advice. He cannot understand how a cybersecurity company with the best product offering in the industry could get such low satisfaction ratings simply because the customer service is not up to par. You suggest that Dylan has a narrowly defined view of the company's product offering. You tell Dylan that successful marketers should define their products as what they. (
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