Final paper. Consumerism. Management Research Paper

Student’s Name
Professor’s Name
Course
Date
Introduction
Like any meaningful affiliation, getting to know your customer is an obligation. What will be the reaction of the consumer if he/she has a bad experience? The answer, they will stop purchasing your product or will stop doing business with you. The consumer can sour at any point, and in order to stop the souring, it is important for the business to get everything right (Espejo 1). To meet the expectations of the consumer, mapping-out the steps is important which helps in defining the entire consumer experiences. This mapping not only highlights the technical requirements but it also enables to process the needs of a smooth journey with regards to consumer pleasure and marketing. Moreover, the mapping helps in effective coordination with customers to deliver and satisfy their needs and expectations. Besides sales, operations, support, marketing and advertising play a key role in making the journey of a consumer, along with other critical functions such as; fulfilment and order management. These additional functions itself play a vital role in making the consumer happy and perceive the ability of a brand to deliver as per their expectations (Godinho, Prada and Garrido 251-273).
Consumerism
Consumerism is the protection of consumers’ rights and interests, and the perfect example of consumerism is the laws and rules that protect the consumers. Consumerism is the desire of human to obtain and own the goods according to their basic needs, and those basic needs refer to food, shelter, and clothing (Bauer 442-442). In a broader way, consumerism can be viewed as a “good life” which means that life is much better when there is a variety of “market-good” such as; products, services, and activities. Consumerism was not originally set as a particular aim or philosophy, but with the passage of time, it has developed in different factors such as; economic, social, and technological development, growth of global financial system, and improvement in communication sector. But regardless of its origins, now consumerism represents a specific view of how should be an individual’s life.
Consumer Pressures, Fair Treatment and Business Responses
Entertainment is one of the primary principles which creates advertising, and it is being used as a tool to gain the attention of customers. A consumer will not remember the boring ad, but will not forget an ad which is entertaining and interesting. Hence, it can be said that the effectiveness of advertising is increased by entertainment, and this is the only reason why many organizations are investing in a humorous advertisement. Advertising is believed as the tip of the iceberg (Knauer 6-8). There are other factors that can promote the “values” of the consumerism, such as; advertisement on the internet, opinions of your colleagues, images from the television programs and the educational books (HUSSAIN 111-143).
Marketing. The influence of marketing and advertising through consumer pressure helped in many ways. For instance, the pages of newspapers and magazines do not only contain advertisement, but they contains the stories about latest events and trends such as; new clothing,...