Abstract

The marketing discipline has traditionally focused on product and service satisfaction, but these measures alone are no longer sufficient to guide marketing-oriented organizations. Dramatic changes in our society in the last decade have created opportunities to develop and expand market research beyond product and service satisfaction to include the concept of life satisfaction. Attention to this concept in the development of socially responsive business strategies will become increasingly important as our population of older citizens grows in size. This article seeks to sensitize corporate managers to the changes that are taking place in the consumer environment and suggest the potential of the life satisfaction concept in creating and marketing effective products and services.