Marketing: Creating and Capturing Customer Value

Chapter 1 Marketing: creating and capturing customer value 4. Name and describe the five different marketing management orientations. Which orientation do you believe your school follows when marketing its undergraduate program? The five marketing management orientations are production concept, product concept, selling concept, marketing concept and societal marketing concept. Production concept is the idea that consumers will favor products that are available and highly affordable and that the organization should therefore focus on improving production and distribution efficiency.

Product concept is the idea that consumers will favor products that offer the most quality, performance, and features and that the organization should therefore devote its energy to making continuous product improvements. Selling concept is the idea that consumers will not buy enough of the firm’s products unless it undertakes a large-scale selling and promotion effort. Marketing concept is the marketing management philosophy that holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do.

Societal marketing concept is the idea that a company’s marketing decisions should consider consumers’ wants, the company’s requirements, consumers’ long-run interest, and society’s long-run interests. In my opinion, I believe my school should follows the product concept when marketing its undergraduate program. First, for senior high graduates, entering universities is one way to enlarge their knowledge and broaden their horizons. Students would like to enter universities which are the best ones they could apply. The quality of the faculty and facilities, the environment and atmosphere of the campus and many other things matter.

So, in order to have better undergraduate students, universities should follow the product concept and pursue high performance, quality and features. For example, universities could hire better faculties, invest more up-to-date facilities and establish new teaching strategies to improve their quality of education. 2. In a small group, develop an after-school child care service targeted toward working mothers. How will you enable them to get the best value? Define what you mean by value and develop the value proposition of your offering for this target market.

First, understand the marketplace and customer needs and wants. Working mothers especially single working mothers is a large market. They work hard to support the family and don’t have enough time to look after their children after-school. After-school child care service is definitely what they need. Second, design a customer-driven marketing strategy. The service is aimed to working mothers especially single working mothers. The service will provide services more suitable for working mothers. Third, construct an integrated marketing program that delivers superior value.

The service will recruit professional and experienced teachers, assistants and other staff. We’ll pick up every child in our care center from himher school and make sure that they’re safe. We’ll also provide some project such as singing, dancing, drawing classes and help them develop some hobbies. Teachers and assistants will also help the kids with their homework. What’s more, food will be provided and there is the chance for the kids to cook their own meal, of course with adult’s assistance. In one word, the care center will make sure that the kids are safe and provide them the most comfortable and joyful environment.

We’ll charge due to the age of children and the time they plan to spend at the care center. The care center is located near the school. Last, build profitable relationships and create customer delight. We’ll give some discount for children who will stay in the center for more than one year. During festivals, there will be special meals and activities for free. Meanwhile, we may contact some nearby universities to have some undergraduate students to support the education here and give children a more diverse environment to grow.