Chapter 1 Netflix:
1. Describe the elements of the exchange process as they occur between Netflix and its customers.
Elements that are involved in the exchange process include online subscription, online selection of movie and television favorites, mailing of dvds, returning of dvds, and a continuation of that cycle.
2. Which marketing management philosophy does Netflix subscribe to?
I would say they are following a market orientation philosophy. Netflix works to satisfy the consumer and not necessarily to aggressively push a product and increase sales. Netflix has taken over the movie rental industry by not having any late fees, quickly distributing films, giving consumers their top choices as well as recommending additional movies they may also enjoy.
3. How does Netflix’s approach to relationship marketing increase customer satisfaction?
Netflix tries to please the consumer and assist them by suggesting additional movies, providing fast, efficient service as well as having tools that allow consumers to see reviews and share information with others. With the product Netflix sells they need to provide a good relationship in order to keep their customers from going to the movie rental store down the block.
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