THE INITIAL CLIMATE OF HOSTILITY AND SUSPICION BETWEEN CONSUMERISTS AND BUSINESSMEN IN EUROPE HAS LED MANY CONSUMER GROUPS TO ALIGN THEMSELVES WITH POLITICAL FORCES WHICH ARE ANTIBUSINESS. MARKETING MANAGERS HAVE OFTEN RESPONDED WITH DEFENSIVE ATTITUDES WHICH INCREASE THE HOSTILITY. AN ANALYSIS OF THE NORTH AMERICAN EXPERIENCE SHOWS THAT MANY AREAS OF AGREEMENT EXIST BETWEEN INDUSTRY AND CONSUMERS. A SURVEY OF NONEMPLOYED WOMEN, BUSINESSMEN, AND STUDENTS FOUND THAT ALL THREE GROUPS FELT FOUR ISSUES SHOULD BE ADDRESSED BY CONSUMERISM: HEALTH AND SAFETY, INFORMATION, REPAIRS AND SERVICING, AND PRODUCT QUALITY. THE WOMEN ALSO FELT PRICING SHOULD BE INCLUDED. A RANDOM ANALYSIS OF CALLS TO A CONSUMER HOT LINE SET UP BY AN ATTORNEY GENERAL IN AN EASTERN STATE IN THE UNITED STATES FOUND THAT 26 PERCENT OF THE CALLS DEALT WITH SERVICE AND REPAIR, 27 PERCENT WITH NO DELIVERY OR WRONG OR DAMAGED PRODUCT, 17 PERCENT WITH DEFECTIVE PRODUCTS, AND MOST OF THE REST WITH DECEPTIVE OR OFFENSIVE ADVERTISING AND WARRANTY PROBLEMS. OTHER STUDIES WHICH EMPHASIZE CONSUMER CONCERN WITH THESE BASIC ISSUES ARE CITED. A TABLE GIVES MAJOR ACCUSATIONS LEVIED AT MARKETING STRATEGY ELEMENTS. SURVEYS OF AMERICAN AND EUROPEAN CORPORATE MANAGERS FOUND THAT BOTH GROUPS FELT REASONABLE EFFORTS SHOULD BE MADE TO RESPOND TO CONSUMER DEMANDS. THESE RESPONSES SHOULD INCLUDE IMPROVED SERVICE, CREATION OF A CONSUMER AFFAIRS FUNCTION, SAFER AND SIMPLER PRODUCTS, AND BETTER PACKAGING, ADVERTISING, AND INFORMATION. INDUSTRIES ARE USED TO FOLLOW SUCH A POSITIVE CONSUMER ACTION PLAN. REFERENCES ARE APPENDED. (GLR)