Chapter 12, Problem 12.11MA

Summary Introduction

Case summary:

Yelp it is an online helper that posts customer’s reviews about the local business like restaurants, spas, and doctors. Businesses are rated on reviews posted in online site, with a 5- star rating being the best. Nearly 60% are four or five stars- reviews, and the remaining reviews are less convinced.

Bad reviews can be the “kiss of death for a small commercial enterprise”. This creates as many problems for the business. A few customers demand something in return for not posting a negative review in site about the business. Restaurant owner claimed a customer vulnerable to post “scathing review” after supposedly getting food poisoning from eating at restaurant unless he received a $100 gift voucher.

In case of medical profession they would get sign in a contract called as “medical gag-order” from the patients before starting the treatment. These help in preventing the customers from posting the negative comments.

Character in the case:

Website Y

To discuss: The for and against the doctors rights on the requirement of medical gag-order and recommend the manner in which doctors should handle the situation.

Introduction:

The activity for communicating, creating, exchanging, and delivering the offerings that are beneficial to the company, customers, shareholders, and society is known as marketing.