W7 discusion Mareting Essay Example | Topics and Well Written Essays - 250 words

W7 discusion Mareting - Essay Example This point is highly justified in the sense that no shareholder wants to invest where there is no patronage to bring about profitability. Meanwhile, the current global market is so competitive that customers are highly selective of the organizations or companies they would do business with. Because of this, the need for creating competitive advantage that targets customer participation is very important. Meanwhile, Cooperrider, Whitney, Stravos and Fry (2008) in a recent study showed that because of the similarities that exists in classical modules of competitive advantage such as the emphasis on cost and quality, customers have started looking for something more than cost and quality, being assured that these two are likely to be found wherever they turn. In their new search, customers seem to have come to appreciate the place of customer satisfaction in selecting where to do business. Companies therefore have to have very high customer satisfaction scores in order to gain competitive advantage in the modern market. By gaining competitive advantage to, a company can be assured of highly profitability as it means cust omers will bring in more revenue through their patronage of services (Campbell, Whitehead and Finkelstein,