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Q1. Ask five businesspeople from different industries (for example, food service, consumer-

product manufacturing, industrial-product manufacturing, education and so on) what they think

marketing is. Evaluate their definitions and discuss whether or not they are consistent with the

goal of creating customer value and managing profitable customer relationships.

1. Marketing is nothing but to create positive perception about the producer and theproducer in the peoples mind.

Abdul Gaffar

HR officer

State bank of Pakistan

banking services corporation.

Analysis: According to this definition, Marketing is all about building positive

perception in consumers mind. There are so many ways to create a positive perception

like, the value that the product offers, its utility, the supply chain and the gifts to retailers

and consumers like PEPSI does most of the time. Now, we talk about the consistency of

the customer value, if the producers have created this positive perception then they have

to maintain the that position in the customers mind by the frequent practice of above

actions in order to be consistent with customer value and profitable customer

relationship.

2. Marketing is a tool to get, retain and enhance market share, reputation and employerbranding.

Qaim junejo

HR Coordinator

TOTAL Pakistan.

Analysis: According to this definition, marketing is about getting the customers,

retaining those customers and attracting more and more customers. It mentions the word

retaining which refers to the consistency with customers value and satisfaction ,

enhancing the reputation and employer branding refers to the PLC (Product life cycle)

the strategy or a twist that never let the product decline from maturity.

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3. Marketing is all about creating need among the people for a particular product that comeswith some unique features.

Kailash Kumar

Finance Officer

Petrotech Enterprise, UAE, Dubai.

Analysis:The definition tells that the marketing is all about creating needsmarketing a

product which has some USP that create a need. It involves WOW factor; its like

alluring the customers to some extent. Now the customer value and profitable customer

relationship, if the marketing is about creating needs, the producers should be able to full

fill those needs in order to be consistently in order to be consistent with customer value

and profitable customer relationship.

4. Marketing is a strategy that influences the buying decision of customers.Yasmin Malik

Associated with UKs

informa telecom and media.

Analysis: According to this definition, marketing is something that affects the

consumers mind. It totally surrounds the consumer (Advertising, promotions, Bill

boards, time check add etc.)

and make some space for a particular product in consumers minds. So, the ir own minds

force them to buy the product .Now the consistency of customer value and profitable

customer relationship, If the marketing is just an strategy like Adds and promotional

campaigns for a particular value, fine, it will attract the customers towards that product

and they will buy but if the customers dont find that value, they were seeking for then

they will never buy that again. so, there should be clarity in the strategy in order to be

consistent with customer value and profitable customer relationship.

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5. Marketing is all essential processes involved that are essential to sell a product or service.Syed Farhan Shakeel

Faculty @ SZABIST, Karachi.

Analysis: This definition tells that marketing is everything that helps a producer to sell

the product. It does not only include the promotional activities like Adds, bill boards or

others but it also includes the products excellency the value it offers should be

superior. This definition is very vague and general, it covers the whole matter of

customer value and profitable customer relationship because if the producer is consistent

with the creativity that is essential to sell a product or service then he/she can build a

profitable customer relationship because of that creative customer value that the producer

offers.

Q2. Choose three different products/services (do not choose all products or all services) and

based on company website, TVCs, print, outdoor, and digital advertising identify the following:

a) The Value Proposition of the market offering (product/service/experience).b) The Target market for the market offering (product/service/experience).c) How is the company building customer relationship with the current customers and

consumers of the market offering?

d) How is the company making efforts to increase customer loyalty and customer retentionlevel?

e) Which of the three companies is clearly following Marketing ethics and socialresponsibility?

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1- Service: MobilinkIndigo

(A)USP:Building up the connectivity through fostering and upholding the relationship that Indigo

share with its customers.

(B)Target market:Mobilink-Indigo is Pakistans premier brand which caters to the communication needs of

a diverse group of people varying from individuals to businessmen and from corporate to

multinationals between the ages of 24-50. They offer them with different benefits on

different occasions within their means having rational and ambitious attitude

(C)Customer RelationshipIndigo creates the special bonding with its clients through its facilities to help them

conduct their business on the go by providing mobile banking , stock watch, personal

communication ,corporate sms and online updates etc.

(D)

Customer Loyalty And Customer Retention Level

Indigo increase its customer loyalty by gifting them Indigo rewards, special tariff plans,

value added services like providing online business solutions at corporate level and call

and data services to individuals. Etc providing them a good balanced between work and

leisure.

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2-product : Coca cola

(A)USP:Inspire creativity, passion, optimism and fun to live positively

(B)Target market:Cokes commercials are basically focused on young generations having outgoing,

energetic and full of life personality who are indulged with their family, friends and

social activities by participating in energetic festivals

(C)Customer Relationship:Coke is building the interest level of its consumers and customers by engaging them in

various pleasurable time activities through lively and entertaining commercializations,

building the rhythm of music through coke studio, concerts, basant etc .coke also offers

different attractive things in their carnival to grab interest level of their customers.

(D)Customer Loyalty And Customer Retention Level:Coca cola went ahead with the idea of giving consumer, chances to win fabulous prizes

under the UTC promotion (under the crown) from handy prizes to experience their dream

vacations. The company is also sponsoring sports events to encourage their consumers tolive healthy and lively. They are also helping the needy students to educate themselves

from coca colas scholarship programs which inspire their customers to be positive and

dedicated while buying the brand.

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3- product : Meat one

A. USP :Think lean, think fresh

B. Target market :Meatone ensures that their products cater to a diverse clientele from housewives to

working womens ,resturants dealers to market dealers between 2050 age group offering them

the wide range of its products and meet their needs according to their living standards epecially

the upper class females.

C. Customer Relationship:Meatone is building their clientele relationship by focusing on their dietary plan and also play a

pivotal role in disseminating information to educate their esteemed customers about the health

benefits associated with meat in a clean and friendly environment.

D. Customer Loyalty And Customer Retention Level:As meatone is the first one to introduce the very best of free range, export quality meat in

Pakistan, which will help them to develop the customer loyalty .meatone is using both the cross

selling and up selling technique to increase customer retention level. They are also providing

their customers with proper meat storage guide, meat buying, cooking guide, usage guide which

can help them to grab the market share easily.

E. Cocacola is the one amongst the three who are clearly following marketing ethicsand is socially responsible.

Cocacola encourages their viwers to live happy,to be optimist,to have passion to dosomething different.their ads are clean and full of joy and shows the message to live

positively.

Coca cola also acts as a socially responsible company by providing funds to the

disaster relief and help community by providing eco-friendly atmosphere.