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Essay / Research Paper Abstract
A 20 page paper. The 'voice of the market' refers to what research can learn about the wants of consumers and distributors, learning about the customers of competitors and what competitors are doing to gain market share. The 'voice of the customer' simply relates to research about the customer to learn what they want, and how they feel about the company and its products and/or services, i.e., customer satisfaction extended. This paper discusses each of these important components in a company's planning process, explaining steps to gather such information, such as customer surveys and benchmarking. Examples of companies are interspersed with the steps. Bibliography lists 14 sources.
Page Count:
20 pages (~225 words per page)
File: MM12_PGvoices.rtf
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Unformatted sample text from the term paper:
its inherent components so academics and/or theorists and/or practitioners give old ideas and concepts new names and publish articles and books about these new concepts. Perhaps the authors do not
intend to present their ideas as new, the words and phrases are simply idiosyncratic (Undercurrents, 1991) but they are still intended to sell books. What is even more remarkable is
that people in the field go out in droves to buy the book. Such is the case with the term "voice of (fill in the bland)." At least one writer
has attached this phrase to all sorts of things like the voice of the firm, the voice of marketing, the voice of the market, the voice of the customer. And,
then there is the marketing organisation. What is that one? What are these voices? To whom to these voices belong? The marketing organization and the voice of marketing are
nothing more than the traditionally marketing department and the research this department collects and analyzes (Undercurrents, 1991). The voice of the market refers to what research can learn about the
wants of consumers and distributors (Undercurrents, 1991). The voice of the market has also been carried a bit further, however, to include learning about the customers of competitors and what
competitors are doing to gain market share. The voice of the customer simply relates to research about the customer to learn what they want, and how they feel about
the company and its products and/or services. In other words, the voice of the customer relates to the level of satisfaction with the company and its products or services, what
they would like to have in terms of new products and improvement on old products. This is called listening to customers and acting upon what they say before product development,
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