How does Mini understand, create, communicate and deliver customer values? requires the followingIllustrating an understanding how a customer focus can be applied Specifying the requirements for effective marketing Outlining relevant marketing processes

MAIN QUESTION ESSAY: How does Mini understand, create, communicate and deliver customer values?

REQUIREMENTS

Illustrating an understanding how a customer focus can be applied

Specifying the requirements for effective marketing
Outlining relevant marketing processes and describe the techniques used to implement marketing strategies

Develop a clear and balanced assessment of relevant theory, including support from relevant literature who are our customers ? • what do customers purchase ? • how are spending and choice decisions made ? • how do customers shop? • how valuable are our customers ? • is there a framework?

Creating Values Once customer values have been understood a “product” should be based upon these values • merchandise mix – width & depth; assortments & brands; pricing policy; • environment – design & layout, flows, merchandising & display, atmospherics • customer care – attitude of staff, approachability, knowledge

Communicating Value Need to facilitate exchange by developing a common understanding and perception of the “product” • advertising – TV, radio, print media, PR • stores – showroom ambiance, internal signage and cues – the “feel” of the garage • services – after sales service etc.

Delivering Value Enabling exchange: • availability – behind the scenes, location of product • service add-ons – delivery • service activities – pre-transaction, transaction, post transaction • people – interactions with staff e.g. attitude, knowledge, efficiency

Structure Logical Design 1. Introductory remarks (beginning) 2. Main part (four sections – middle) 3. End (summary of the key points) Things to consider • Word count • Font • Referencing