"Every action and inaction, every behavior and trait observed by a customer, whether business or retail, forms part of the larger picture. It is not enough to rely upon an image, a perception (or sometimes, more accurately a manipulation of perception) to support the sale of products or services" (Ellson, 2004). Other sources might disagree with this statement. One source argues that a positive brand image will be the only way to create lasting competitive advantage in the future (King 3). Perhaps this is also true. However, a focus on only image and perception is not enough to ensure the success of an organization, a product, or a service. A consideration of the issue will show that perception may be part of an effective marketing strategy, but it is useless if it is not accompanied by other considerations as part of an overall marketing strategy.

             The Creation of Customer Satisfaction.

             The creation of customer satisfaction is accepted as being of major importance in business. The importance is based on the understanding that a business exists to make profits and that a business makes profits when customers buy the business's product or service. Without customers handing over their money to the business, a business cannot make money. In this way, attracting and keeping customers is crucial to a business, with these activities all part of the marketing function. Customer satisfaction occurs when the organization meets the needs of customers. When this occurs, customers are likely to be return customers. When customer satisfaction does not occur, a customer is unlikely to return. This means that creating customer satisfaction is essential to an organization operating successfully.

             The creation of customer satisfaction is also especially important in the current business environment. The first reason that the creation of customer satisfaction is more important than ever is linked to the high degree of competition in the market.