Questions Chapter I: Marketing: Generation and training of customer value

Leidy Johana Domínguez

Antonio Nariño University

1. Define marketing and comment on how it involves more than just 'telling and selling'.
(AACSB: Communication; Reflective Thinking)
Marketing is managing reusable relationships with customers. Marketing is
takes care of customers more than any other function in business; 'to say and
"to sell" is a very old phrase that has nothing to do with what they offer.
Currently, companies. Marketing involves knowing the customers and their
needs, to know and understand the market in such a way that it can be offered
a product focused on meeting the needs and fulfilling the expectations of a
group of clients. Companies now prioritize customer satisfaction.
client and the experiences that customers have with their service or product.
Marketing has been criticized because it makes people buy things that they
Reality does not need.
Reflective Thinking
Throughout their lives, people have countless needs, so
there are many products and services that meet those needs and
they even provide a differential value in them. In the same way, I think that the
marketing does not oblige or intervene in the customers' decisions, marketing only
show people the different products that exist in the market of a
the closest way to them. Marketing itself seeks to ensure that the potential
the customer feels comfortable with the product or the service provided so that in a
possible need that the client has so they can feel safe and happy when doing
your purchase.
3. What is a market offer and why should markets avoid it?
focus solely on their offer to potential buyers? (AACSB: Communication;
Reflective Thinking
The market offer is a combination of products, services, information.
or experiences offered to satisfy a customer’s need or desire. Since
By not focusing only on one client, their demand is not going to grow in the same way and so on.
it itself will not neglect the product.
4. What is a customer-oriented marketing strategy and how can it
design a company?
Rta: A marketing strategy oriented towards customers is always to seek the
well-being and customer satisfaction. To design a strategy, it is necessary
that understands the needs and desires of the customers and wins them over
Competitors require a deep analysis. If actions are to be implemented
as market segmentation, target market selection, positioning of the
brand and differentiate its offer within the market to provide added value
and will generate new customers
 5. When implementing customer relationship management, why could a
Does a company wish to have fewer clients? Shouldn't the focus of marketing be to acquire
as many clients as possible?
Companies have undergone a radical change in recent years in the
the way they sell their services and products, what was important for them before was
sell their products on a large scale without paying attention to desires,
needs and opinions of customers, now we see how for these companies it is
more important and they are designing strategies so that customers feel comfortable
With what they buy, they satisfy each of their needs.
If companies start to acquire many customers, some good and others not so much.
this could lead the company to not meet expectations and therefore not
satisfy none of these customers.
But if the company focuses all its efforts on creating a product that is affordable
to the client, that meets their needs but also generates a
unique experience, not only will it retain this customer and earn their trust, but
this same client will speak well of the company and will create a snowball effect.
6. Comment on the trends that impact marketing and the implications of these.
trends in the way marketers deliver value to customers.
When it comes to buying products, many of us have doubts about which one is suitable.
better for our desire and need, this is why communication must be forged
assertive with the customer so that they do not feel uncertain when making a purchase
product or service that you want. Among the trends that impact is technology,
as well as social media. The latter has become a tool for
closer communication with the client where they are allowed to express opinions, learn more
to the company and participate in the benefits it offers. These, nowadays,
they are used to have a deeper relationship from marketers and the
consumer. The main goal is to achieve a serious and lasting relationship with
the right clients to have more consumers and more potential clients. The
companies that follow these trends do so mainly to attract customers and
build a relationship and connection with them based on shared experiences
products.
Critical Thinking Exercises
1. Form a group of 3 or 4 students. Discuss a need or desire that
have and that is not satisfied with any of the offers that exist in this
moment in the market. Think of a product or service that satisfies that
need or desire. Describe how you will differentiate and position your offer in the
market, and develop a marketing program for their offer. Present their
ideas to the other teams. (AACSB: Communication; Reflective Thinking)
Rta:
Need: To get around the city quickly without worrying about delays and
the best at an affordable price.
healthy food, healthy meal plans.
Difference: to offer an efficient service that cares about the environment and avoids
that you arrive late to any place avoiding the traffic jams of the city
Marketing program: Do you want to reduce the emission of polluting gases in the
air, reduce the price you pay for gasoline, arrive at work in less time
and above all, take care of the environment? Rent our electric scooters now and
helps to reduce pollution.
We use social marketing that captures the attention of those people who
they are concerned about the environment and also wish and have the need to
avoiding the traffic jams that the city brings.
2. Consider a product that you use or a retailer where you shop with
frequency. Calculate its value for the retailer or manufacturer of the brand that you
prefer if you remain loyal to that merchant for the rest of your life (your own
customer lifetime value). What factors should you consider when making a
calculation of its lifetime value for the company? How can the company increase
its value for life? (AACSB: Communication; Reflective Thinking: Analytic
Reasoning

The KFC franchise is one of the most recognized in the country for its quality and
low prices.
Factors: Quality, customer service, efficiency, need satisfaction
and the desire, low prices, added value in their products.
I think the brand could continue providing this service.
in the same way it has been doing, but it should also generate
strategies that reward the loyalty of the thousands of people who consume
their products.