Reference no: EM13882962
To prepare for this Shared Activity:
§ Review the unit Readings, focusing on the module text chapters. Reflect on how the authors define marketing orientation and what factors influence customer value.
§ Reflect on an organisation that produces products or services you frequently purchase. Consider the following questions:
o What do you value about this organisation's products or services?
o What does this organisation do that sets it apart from others in terms of customer value?
o How does it compare with other organisations in the same sector?
o Think of specific examples that you have observed in which brand reputation affected an organisation's performance.
§ Choose an organisation that you will discuss. You may choose your own organisation or another but for the purposes of this activity, it is preferable that you choose one that produces products rather than services.
To complete this Shared Activity:
§ Describe your organisation. Include in your description references to some of the following:
o Who are the principal customers?
o What do they value (i.e. what are they looking for when they buy products or services and why)?
o To what extent is this company customer-orientated?
o What value do the organisation's current products or services provide to these customers?
o If applicable, describe the value the brands produced by your chosen organisation provide to customers.
o Include in your answer your knowledge of the factors of customer value (e.g. choice, exchange).
Choose one of the brands in the select brand file a product for the above questions.