The most important thing as to why a marketer should enhance motivation and positive emotions to his or her customers is the need to develop a lasting relationship and enhance competiveness in the market.
Which of the following behavior control is the most important in ensuring strong relationship between the market and customers as well as promoting competitiveness?
Arousal
Expression
Experience
Interaction
All of the above
In my opinion, I feel that experience and interaction are the two behaviour controls that are key in enhancing a lasting relationship between a marketer and the customers. This is because experience leads to the development of a motivational potential that play a role in bringing the marketer closer to the customer. This forms the basis for the creation of a lasting relationship between the two. In fact, good customer experience leads to positive emotions which assist in building a lasting relationship between the two (Kerin 201).
Besides, interaction incorporates all the three other behaviour controls. The arousal option plays a great role in triggering emotions that motivate the customers to create a desire for a given product. It also assists in determining the intensity of experience. Experience is key in developing the relationship between the marketer and the customer. This is because it enlists emotions which may be joy, happiness, hate and fear among others. The two are brought together by emotional expressiveness of the marketer.
On the other hand, Arousal and expression are not applicable in developing a strong relationship on their own. Arousal cannot help a marketer and customer to build a strong relationship because it creates emotions but does not assist in developing the relationship. On the other hand, expression needs support from arousal stage since the level of arousal has intensity in the response provided by any part. Meaning that when arousal is not present expression cannot work effectively.
Work Cited
Kerin, Roger A. Marketing. New York: McGraw-Hill/Irwin, 2006. Print.
