BUMKT5902: Marketing Management - Customer Value - Report Writing Assessment Answer

Internal Code: 1AFFFI Code: BUMKT5902

Marketing Management Customer Value Assessment Answer

Assignment Task: BUMKT5902 Critical to marketing are the concepts of: BUMKT5902 1. Customer value—the value the organization provides customers; and BUMKT5902 2. Value proposition—in brief, that bundle of ‘things’ that an organization provides its customers (segments) that encourages customers to buy more, be loyal and recommend its products/services. BUMKT5902 There is another customer value concept but it’s from an organization’s perspective, i.e. the financial value the customer generates for the organization. In this course, we will only touch on this concept rather than delve into it as it is worthy of a specialized course by itself. The individual assignment requires you to gain a firm grasp of customer value and value proposition by reading the assigned journal article, referring to other relevant articles and texts on these topics, answering questions about the Office Depot case and conducting your own ‘research’ about the value provided by the supermarket you shop at. The Office Depot case will be discussed in class. BUMKT5902 If marketers can identify the correct target segments and have a deep understanding of these customers, e.g. what value they seek, then they should be able to construct an appropriate value proposition so that the firm develops, communicates, prices and delivers the value its customers are seeking. Being able to consistently deliver the desired value, above and beyond what competitors provide will give rise to a competitive advantage, and ultimately, to far better financial returns (profits and/or shareholder value).  BUMKT5902

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