Marketing Relationship: Understanding Marketing And Customer Relationships

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Understanding Marketing and Customer Relationships The American Marketing Association defines marketing “as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large” (Kerin, Hartley, 2016). Marketing is the root to all the communication that an organization engages itself in with the goal of the selling capacity of its commodities is high in order to reap the maximum amount of profit that it can. In the consideration of the marketing function of an organization, there is the other fact that is applicable to the marketing of commodities; this is the customer’s value proposition that is used during the various advertisements…show more content…
One of the biggest goals that a company should always keep in mind is the consideration of the market characteristics; this is the specific needs that the market has so there should be the goal to make sure that the target market can purchase the products. The other goals of the customer’s valued proposition should be used to make the customer feel that the product has some type of competitive advantage over the other products that are substituted for it. The increase in sales volume is one of the major goals a company should have as it seeks to use the customer’s valued proposition in the marketing of its products. If the customer’s value proposition is used well by the company, then, in the long run, there should be the guarantee of better results from the marketing of their products. This can be best achieved if the customer’s statement is backed with other sale promotions activities such as advertisements and public…show more content…
This is the Coca Cola Company; the company has got a wide variety of products that it sells in the various markets; but for this illustration, I will take the example of the Coke soda. The company uses the concepts of relationship marketing in that it engages in the focus of long-term customer commitment to the brand as compared to short-term relationship; this is the guarantee of quality from the commodities that they manufacture. Coca cola engage in customer proposition by explaining to the customers the reason why their brand is preferable; as compared to the other types of brands that are competitors; and moreover, they are committed to the high quality that they describe; so, that the customer commitment they have is achieved in the best way

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