marketing-customer value - Marketing Submittedby:...

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Marketing Submitted by: Caluyong, Jenefer P. BJD Submitted to: Mrs. dela Cruz
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1.) Discuss the concept of customer value and the importance to successful  marketing. How are customer value and relationship marketing linked? ◊The concept of customer value -customer value is the customer’s perception of all the benefits of a product weighted against  all the cost of acquiring and consuming the product. These benefits can be functional, aesthetic, or  psychological. With better information about what customer desire and constant improvements in technology  that make meeting those desire possible, marketers are engaging in value creation that extends beyond just  offering the lowest possible prices. ◊The importance to successful marketing -the key to implementing a successful marketing is a favorable attitude on the part of the top  management. Only top management can provide the climate, discipline, and the leadership required for a  successful marketing program. Successful marketing should: 1. Provide a product that will satisfy its customers; 2. Price a product at a level that is acceptable to buyers and that will yield a profit; 3. Promote the product so that potential customers will be aware of its existence and its  ability to satisfy their needs; 4.  Ensure that the product is distributed so that it is available to customers where and when  needed. ◊Relationship marketing and customer value -Relationship marketing means establishing a connection with a customer such that the  organization is viewed as a partner. Marketers have discovered that successful partnership in business are built  on trust and commitment, require a lot of time and effort to create and maintain, and are not appropriate for  every exchange situation. Customer value and relationship marketing are viewed as an important element in  marketing. Applying these observations to their marketing programs, firms are dedicating much to their  marketing effort to building lasting relationships with selected customers. 2.) What is the single biggest difference between marketing concept and the  production, product, and selling concept? Which concepts are easier to adopt in the  short run? Which concept offers the best chances of success? Why?
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This note was uploaded on 06/27/2010 for the course MKTG BSA taught by Professor Delacruz during the Spring '10 term at University of the East, Manila.

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marketing-customer value - Marketing Submittedby:...

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