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2004, vol. 9, iss. 1-2, pp. 98-101
Strategic control on the basis of the evaluation of the consumer’s satisfaction
Faculty of Economics, Prilep, Republic of Macedonia
Keywords: Strategic control; behavior; needs; consumer’s satisfaction; marketing strategy
Consumers are subjects that purchase goods and services to satisfy their needs. The consumer behavior derives from the decision whether, what, when where and how to purchase goods and services. Therefore, marketing is primarily interested in the behavior of the subject as a consumer. Nowadays it is normal to assume that marketing constantly follows the consumer’s needs as a basic assumption in the development of a suitable strategy leading to the consumer’s satisfaction. It should be taken into consideration that needs are a social category changing all the time and are never satisfied. By setting a suitable strategy based on qualitative information the marketers contribute to the development of a loyal consumer’s category that will lead t a realization of a general strategy survival and development of the company.
Engel, J.F., Blackwell, R.D., Miniard, P.W. (1990) Consumer behavior. Chicago, itd: Dryden Press, International Edition
Kotler, P.J. (1991) Marketing management. Englewood Cliffs, NJ, itd: Prentice Hall
Maslow, A.H. (1957) Motivation and personality. New York, itd: Harper and Row
Paul, P.J., Olson, J.C. (1990) Consumer behavior and marketing strategy. Homewood, IL, itd: Irwin, III


article language: English
document type: Professional Paper
published in SCIndeks: 02/06/2007

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