The marketing communication used to make the offer known to their potential and target consumers, and persuade them to investigate it further. Advertising, PR, sales promotion, personal selling, and social media are the key communication tools for an organization.

The marketing communication used to make the offer known to their potential and target consumers. Advertising, PR, sales promotion, personal selling, and social media are not the key communication tools for an organization.

Less likely to spread negative WOM or complain to a third party

Actively complain to the service provider

Unlikely say anything to the service provider

Less likely than others to spread negative WOM or complain to a third party

Tend to believe complaining has social benefits

Least likely to take any action

Doubtful of the effectiveness of complaining (waste time and effort)

Give the provider a second chance

Above-average propensity to complain on all levels More likely to complain to the service provider and third party, and tell others Complaining fits with their personal norms Have a very optimistic sense of the potential positive consequences of all types of complaining

More likely to engage in negative WOM communication with friends and relatives, and to switch providers More angry and less likely to give the service provide a second chance Most likely than other types to go to the trouble of creating blogs on the Internet to share their frustration with others

The Product should satisfies the target consumer’s need or want, it should be what the consumers are expecting to get. Product decisions include the branding, design, quality, packaging…etc.

The Product should satisfies the organisation's need or want, it should be what the organisations are expecting to get. Product decisions include the logo, design, manufacturing , packaging…etc.

The Product should always be seen as representing good value for money. This does not necessarily mean it should be the cheapest available; most likely, customers are usually happy to pay a little more for something that works really well for them.

The product should be available from where your target consumer finds it easiest to shop. The current options are retail outlet, mail order catalogue, via e-commerce or an online shop.

The marketing communication used to make the offer known to their potential and target consumers, and persuade them to investigate it further. Advertising, PR, sales promotion, personal selling, and social media are the key communication tools for an organization.

The Product should always be seen as representing good value for money. This does not necessarily mean it should be the cheapest available; most likely, customers are usually happy to pay a little more for something that works really well for them.

The Product should always not be seen as representing good value for money. This means it should be the cheapest available; most likely, customers are not happy to pay a little more for something that seem valuable.