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COMM 231 (Dr. Ashworth) Week Two Notes.docx

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COMM 231
Leslie W Mac Kenzie

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COMM 231 Intro to Marketing – Dr. Ashworth Week Two: • We all experience value and satisfaction in the same way. • Canada Post – declining audience - Changed their organizational focus, not their customer focus - Costs are exceeding their revenue - How are customers going to react? - If you increase price, demand goes down - If people are price insensitive, revenue will go up - They are creating LESS value by eliminating door-to-door • Satisfaction is exclusive after some experience with the product • Satisfaction is highly predictive of repurchase behaviour (affects word of mouth) • Consumers place responsibility of satisfaction on the firm (expectations are crucial) • Expectancy – disconfirmation framework: firms establish expectation with promotion and we create our own expectations - Value and satisfaction are negatively related - Expectations are negatively related to satisfaction
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