BUMKT5902: Marketing Management – Value Proposition – Customer Value – Report Writing Assessment Answer

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Code: BUMKT5902
Marketing Management Assessment Answer
Assignment Task: BUMKT5902
Marketing Management, Customer Value –  BUMKT5902
Critical to marketing are the concepts of:

Customer value—the value the organisation provides customers; and

Value proposition—in brief, that bundle of ‘things’ that an organisation provides its customers (segments) that encourages customers to buy more, be loyal and recommend its products/services.

There is another customer value concept but it’s from an organisation’s perspective, i.e. the financial value the customer generates for the organisation. In this course we will only touch on this concept rather than delve into it as it is worthy of a specialised course by itself. BUMKT5902
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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