Answer :
Final answer:
Marketing managers at Frito-Lay should address customer complaints by exploring eco-friendly packaging options, engaging with customers to understand their concerns, and transparently communicating the changes being made. Monitoring feedback and being transparent are key to regaining customer trust.
Explanation:
In response to customer complaints about Frito-Lay's new potato chip packaging, marketing managers need to take proactive steps. The criticisms are likely driven by concerns similar to those of environmentalists who are demanding fast-food chains adopt eco-friendly packaging, as noted by Maynard ("Fast-Food Shakeout" 4). A sensible path forward for the marketing managers would involve assessing the environmental impact of the new packaging, engaging in a dialogue with the customers to understand their concerns, and exploring alternatives that satisfy both business objectives and customer preferences. This may include the development of packaging that is both environmentally responsible and user-friendly or initiating marketing campaigns to explain the benefits of the new packaging.
As part of the resolution process, marketing managers should also monitor social media and other customer feedback channels to gauge public sentiment and tailor their response appropriately. Transparency about the steps being taken and an open communication line can help rebuild trust and possibly turn a negative situation into a positive brand-building opportunity.