The Use of the Marketing Concept as Guiding Philosophy for an Organization

Shanghai GM ensures customer satisfaction at all levels of the buying process, particularly for the postpurchase service. Due to the characteristics of service, which is intangible, variable and inseparable, the service requires more control. 'The need to resolve a customer problem in a satisfactory manner is critical. On average, a satisfied customer tells three people about a good product experience, but the average dissatisfied customer gripes to eleven people. If each of them tells still other people, the number of people exposed to bad word of mouth may grow exponentially.' (Kotler,2000) In fact Shanghai GM has tracking service record of each customer. Whenever customers have problem or complain, GM will response quickly and satisfy the customers' needs and wants. Consumers still enjoy the service after purchasing and become loyalty to GM. 'Retaining brand-loyalty customers is critical for survival.'(Evans, Moutinho, Raaij,1996) GM's service level stands out among other manufactures. In 2000 GM was awarded "Customer satisfied product".…