Alia was satisfied with the old television that she had owned for years. But after watching a few shows on her friend's big, flat-screen, HD television, she felt that she should buy a newer model for herself. Which of the following limitations of measuring macro-marketing effectiveness does this illustrate?
A. Customer satisfaction is easy to measure by means of a survey or a poll.
B. Customer satisfaction depends on and is relative to individual aspirations.
C. Customer satisfaction remains unchanged even when levels of expectation rise.
D. The average level of customer satisfaction provides a complete picture for evaluating macro-marketing effectiveness.
E. The American Customer Satisfaction Index provides an accurate measure of satisfaction.
Answer: B
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