The topic proposal should be 2-3 paragraphs identifying the current issues facing the marketing discipline that you wish to study.

For Example:

Customer satisfaction is defined by Zeithaml and Bitner as “the customers’evaluation of a product or service in terms of whether that product or service has mettheir needs and expectations (as cited in Wilson, 2002, p. 213). The buyer’sexpectations provide the evaluative criteria against which the consumer can judge theexperience (Zeithaml & Berry, 1993). Once consumption of the product takes place, theconsumer uses those criteria to evaluate their experiences with the product and come toa conclusion regarding their satisfaction with the product (Lovelock & Wirtz, 2004).Kotler and Armstrong (2006) state that customer satisfaction occurs when thecustomer’s experience with the product either meets or exceeds their expectations.

Kotler and Armstrong (2006) go on to indicate that “highly satisfied customersmake repeat purchases and tell others about their good experiences with the product”(p. 13). It stands to reason, therefore, that business decision-makers in today’sbusiness environment are interested in utilizing the available information regardingcustomer satisfaction in making informed business decisions.

This paper will focuson the role that the measurement of customer satisfaction plays in thedevelopment of marketing models and the subsequent application of thosemodels in business today.