Scholarly Marketing authored references are an authored source in which a human\’s name is associated with the work.

Scholarly Marketing authored references are an authored source in which a human\’s name is associated with the work.

BUSI745 Discussion Board Reply – Charles Blades

For all Discussions, each reply must incorporate at least 1 scholarly citation in the current APA format and 1 Biblical principle/verse (Note: for each reply for the Discussion: Disruptive Marketing, at least 1 Biblical verse needs to cited, in current APA format, under the Biblical Integration subject header). Any sources cited must have been published within the last five years, except for the Bible.*Note: Scholarly Marketing authored references are an authored source in which a human\’s name is associated with the work.

Author Note

I have no known conflict of interest to disclose.Correspondence concerning this article should be addressed to Charles Blades. Email:  cblades1@liberty.eduDiscussion Board

Why has more progress been made on customer value differentiation than on customer needs differentiation? Customer value can be described as how the customer relates to the bottom line of a company through the purpose of the business or product line. Generally speaking, the value may also be the prevailing sentiment among a group of customers that satisfy the strategic financial goals of the company or a customer strategy enterprise (Peppers & Rogers, 2017). Understanding the valuation of the customer is a minimalist corporate strategy to eke out or satisfy requirements of a business model, meeting the needs of the customer is the next step of an organization to further comprehend a progressive preference for future customer demand (Wu & Li, 2018). Customer needs can be defined as a preference or want not a basic human need like water or food but a predilection or predisposition to a product or feature of a product. Timoshenko (2019), further explains customer needs as a marketing strategy, whereas the needs of the customer help divide the market, focus strategic attributes for differentiation, and make productive channel management decisions. The fact that it takes effort to understand customer preference or needs to potentially change strategy to the business model takes time and money versus understanding customer value to the business revenue may be the reason why customer value has made more progress than that of the needs of the customer.

Is it possible to meet individual needs? Is it feasible? Can you describe three examples where it has been profitable?Meeting customer needs should be the predominant strategy of the firm and many firms have been successful in doing so. As firms seek customer feedback through various channels from surveys, focus groups, and user stories, it can be possible to meet the needs of the customer. The firm must be willing to make changes to strategy, potentially altering business models, and making product different versions as all of these are changes that may be profitable, satisfy market demands or meet customer needs (Guan, 2017). An example is the high-top athletic shoes, intended to provide support to the athlete that needed upper ankle support for basketball, and sports shoes companies quickly realized that the market was larger than just basketball. Athletic shoe companies soon realized that other sports outside of basketball also wanted the look and the feel of the high-top version of their sports athletic shoe. Another example can be  the assortment of milk available. Many customers through dietary needs or preference have inclined to drink different degrees of milk fat content and this has been profitable for those companies willing to accommodate.

The introduction of the Lazy Boy recliner chair has proven to be successful as the preferred function of the comfortable chair, which coincidentally is the brand itself. All of these have been proven to be successful from the largest margins of Nike shoes to the smallest of an agricultural commodity, like milk.For each of the following product categories, name a branded example, then hypothesize about how you might categorize customers by their different needs, in the same way, our sample toy company and pharmaceutical company did.

Automotive – A good example of automobile brand could be the Mercedes Benz brand. The customer may be considered a consumer with requirements higher than those of the modern domestic. Premium amenities such as high-quality leather, superior media, quality craftmanship, optimal interior and low engine wear are standards for the automaker as well as the ability for the customer to build their own.

o       Airlines – Allegiant has proven itself as a low-cost budget airline able to fly into most hubs throughout the midwest, east coast, central, and southeast United States. As competition soared for customers the low-cost market really separated itself as costs soared throughout the industry. Allegiant listened and stripped amenities that were not necessarily required of customers such as a full menu on board and comfortable seating. What did matter was the ability to change seats, a user interface that is easy to navigate, and a la carte menu of upgrades if that suits the customer.

Personal Care (cosmetics, deodorant, toothpaste, etc.) – Toothpaste comes to mind when thinking of personal care items that understands customer needs. Crest for example has shown the ability to change with preference in container sizes to accommodate value and convenience, taste and function as dental care is a wide scope of challenges. As the dentistry industry evolves so does the toothpaste cleaning options as whitening, gum care, anti-bacterial, detoxification, gingivitis, and fresh breath all matter to consumers.

Hotels – Hyatt has emerged as a leader in the hotel chain as their rewards system may be one of the best in the industry. Again, listening to customers to understand preferred amenities, types of locations can all be navigated through your fingertips on their smart phone application while saving on each stay as you accumulate easy to use points.

Connect the chapter from \’Every Good Endeavor\’ called \’The Design of Work\’ to ONE of the examples you provided…Mercedes Benz.In the book of Genesis, there was the Creation, Fall, Redemption and ultimately consummation phases. The Creation phase God set the foundation of what work is supposed to be and how life is lived through purpose and dignity. Keller (2014), points out that man was built for work and the dignity it gives us is not through status or pay. However, we do have the freedom to seek out the work we enjoy when the market is up and even in times when the jobs are scarce (Keller 2014).  The creativity, talent, and how man traverses through life is in the name of God, as he worked in the early days in comparison. In the bible, Chapter 1 of Timothy 3:8 states, “Deacons likewise must be men of dignity, not double tongued, or addicted to too much wine or fond of sordid gain” (ESV, 2001). Also, in the bible there is Timothy 1, 2:2, “for kings and all who are in authority, so that we may lead a tranquil and quiet life in all godliness and dignity” (ESV, 2001). These two passages remind man of how man is intended to live in all godliness and with dignity through work but not gain or status or envy. For those that seek the Mercedes Benz as a status symbol may have missed the mark and are not living the life as God intended. Seeking status is not the way or teachings of God. However, choosing the quality car for reasons of vehicle longevity and superior craftmanship may be acceptable.

ReferencesEnglish Standard Version Bible (ESV). (2001). ESV Online. http://track.smtpsendemail.com/9064971/c?p=Km5wv82aHGgMnZtfIwpH-M85mkh262WhX5jExAJJD830FR2HjvKDLsutVMioNr9Mw50AqDACOH8qsFOL9ES42Am61oj1pVhco5CLXPQYcm5pjyYfEXXHs1QZd16M5qjiqw8hNjplgBD7zqGnhmv_fQ==Guan, X. (2017). The challenge to focus on customer needs. International Journal of Business & Economics, 16(3), 335-339.Keller, T., & Alsdorf, K. L. (2014). Every Good Endeavor?: Connecting Your Work to God’s Work: Vol. First Riverhead trade paperback edition. Penguin Books.Peppers, D., & Rogers, M. (2017;2016). Managing customer experience and relationships: A strategic framework (Third ed.). Wiley.Timoshenko, A., & Hauser, J. R. (2019). Identifying customer needs from user-generated content. Marketing Science (Providence, R.I.), 38(1), 1-20. http://track.smtpsendemail.com/9064971/c?p=9Sf_mmZhDv12ws28XAug1Ju8Ggv1Rplk-A0XeDMiFlrx-2yHvfFXRRtcPWejjzhdSlp2W2masj0P5JFoc_QMTIgNRhZM5jnO84T7l58a33jB-4VytF511m6t53gO_KHtgATequiRFuyyLMQSUwpHMQ==Wu, Y., & Li, E. Y. (2018). Marketing mix, customer value, and customer loyalty in social commerce: A stimulus-organism-response perspective. Internet Research, 28(1), 74-104. http://track.smtpsendemail.com/9064971/c?p=_ZurnWa-qmvrrLzU0-_DgklCOyr6zgEpNVlNoCrfp04w0YSboLG9mlE4XPhKG46BQ_bgkwZNy0nHzJA8RQoeTDlPrC8oEJkfGkenfOOsL9cOA4qokWif8LXZ5Ah1gVZ-mgQ6BgQWPGaLRjeU4wSeTQSvxFgCGw7LMf3Av7h_7uQ=