DELIVERABLES Submit this worksheet to the Project 1 Assignment folder



Submit this worksheet to the Project 1 Assignment folder in D2L by 11:59 p.m. on June 14.

Copy and paste content below the line into a Module 1 Discussion post by 11:59 p.m. on June 14.

PROMPT As described in Chapter 4, consumers typically choose from three courses of action when they are unhappy with a product or service: voice response, private response, or third-party response. As marketers, we WANT consumers to complain in a time and place where we can correct the situation, avoid an escalation, and collect valuable insights. 

Share an example of a unhappy consumer who complained via *publicly visible* social media (e.g. Yelp, TripAdvisor, Twitter, Google).  Embed in your response a screenshot of the initial complaint. Below the embedded screenshot, offer the requested information. Cite your book and other sources as needed. 

PRO TIP: Your colleagues and I will lend more credibility to your ideas when you demonstrate your investment in research idea. Reference credible sources, including your text, to support your ideas.


[Screenshot of initial complaint goes here]

  • Name      of company
  • Details      of the complaint: Who, what (topic of complaint), when (date complaint      posted), where (which website), why (the reason for the complaint).
  • What      outcome the user desired (or seemed to desire).
  • Whether,      when, and how the company replied.
  • Whether,      when, and how the issue was resolved.
  • Why      should the firm be happy the user issued this voice response instead of      using a private or third-party response?
  • What      did the firm do well in this scenario?
  • With      the feedback included in the complaint, how could the firm improve its      social listening and/or marketing mix (product, price, distribution,      promotions)? Why would these changes benefit the firm?

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