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Understanding Marketing and Customer Relationships

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Purpose of Assignment 
Understanding marketing as a multi-step process relying on building successful customer relationships is essential to helping organizations grow and achieve their goals. This assignment defines marketing, the customer value proposition, and creating mutually beneficial relationships between the organization and target, as well as applies these concepts to the student to create a personal brand. 

Assignment Steps 

Scenario: You have just graduated from the University of Phoenix with your Bachelor's Degree. You have decided either to seek a promotion at your current work, explore new career opportunities, or open your own business and are using your marketing knowledge to position yourself for career growth. 

What to Do 


Develop a 1,050-word response to the following using the scenario above:
Provide a definition of marketing from the American Marketing Association. 
Define the customer value proposition. 
Discuss the differences between the marketing process and advertising, the goals of creating a strong customer value proposition, and the unique relationship that exists between company and customer.
Use your workplace, a company you would like to work for, or an entrepreneurial vision and apply the concepts of the customer value proposition and relationship marketing to their operations. Introduce who the company, or business idea is and what they do. 
Provide examples demonstrating how the company uses these concepts successfully. Are there any ways they can improve in these areas? How?
Determine how your own personal brand links to the organization's customer value proposition. Discuss ways you can integrate a customer value proposition and use relationship marketing to position yourself the best. Please share examples to illustrate your thoughts and reasoning.



Understanding Marketing and Customer Relationships



The American Marketing Association define marketing as: “The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large” (Brandwayn, 2014). Marketing is very crucial to a business, considering it is everything that a consumer first encounters about an enterprise. Marketing includes customer value proposition (CVP) which is a persuasive statement to the consumers offering details regarding the benefits derived from a purchased product. CVP entails the benefits that a customer is guaranteed by a vendor in return for associated payments for a product. In simple terms, CVP offers a description of the reasons why a customer should purchase a specific product of utilizes particular services. Thus, it is imperative to understand that marketing is a process that involves various steps that result in the creation of viable customer relationships that are significant to the attainment of organizational goals.

            Without much thought, marketing and advertising are different terms that offer a similar description that result in the selling of a service or product. However, these are two different terms that entail different processes despite resulting in the attainment of the same objective. Brandwayn (2014), asserts that it is necessary that individuals grasp and understand the difference between marketing and advertising so that to enhance customer acquisition. Marketing involves the process of preparing a product for sale, thus depends on the company understanding the potential targeted customers; as such it is used to define the brand of a product. Conversely, advertising incorporates popularizing a product or service; mostly it involves making the service or product acknowledged. Advertising consists of the ability of the company to communicate to the market concerning the availability of a product or service.

            The significance of creating a robust CVP is so that a company can be able to provide reasons that convince a customer to purchase a product or use a service, as well as enable product differentiation. According to Simchi-Levi (2010), sales and profit levels can be improved by a company gaining the approval as well as the attention of customers; thus enhancing the customer base. Product promotion is dependent on the level of understanding exhibited by customers regarding a product or service enabled through useful brand awareness. Further, there is a unique relationship that exists between the consumer and the company, for instance, the business depends on the customers regardless of the services provided. The consumer is significant to the company as is the product or service. Hence there exists a mutual relationship between the consumer and the business, but the ultimate goal is for the company to ensure that the consumers depend on its brand.


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