Q1.

Ask five businesspeople from different industries (for example, food service, consumerproduct 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 the producer 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 employer branding. 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.

3. Marketing is all about creating need among the people for a particular product that comes with some unique features. Kailash Kumar Finance Officer Petrotech Enterprise, UAE, Dubai. Analysis: The definition tells that the marketing is all about creating needs marketing 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, their 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.

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 retention level? e) Which of the three companies is clearly following Marketing ethics and social responsibility?

1- Service:

Mobilink Indigo

(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 Relationship Indigo 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.

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 to live 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.

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 20 50 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 ethics and is socially responsible. Cocacola encourages their viwers to live happy,to be optimist,to have passion to do something 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.