BUMKT5902 Marketing Management

Requirements

Read the following article.

Hassan, A. (2012). The value proposition concept in marketing: How customers perceive the value delivered by firms—a study of customer perspectives on supermarkets in Southampton in the United Kingdom. International Journal of Marketing Studies, 4(3), 68-87.

Download from Google Scholar. Note that the article refers to a number of appendices which are not provided with the article BUT whilst you should read the entire article the main sections are from the Results (p. 78) to the end of the Conclusion (p. 83).

You will discuss in class the Office Depot case and there are a number of questions that will help you understand how a retailer (and a supermarket) can provide value to customers.

You should also identify and gather the key points from at least another three sources (journal articles and/or recent marketing texts) on the concepts of customer value and value proposition. DO NOT use references like marketingprofs.com—these are not acceptable in academia. Customer value in this instance is the value provided to the customer and NOT the financial value generated by customers for the firm.

With the knowledge you glean from the above activities you are to.

1.Provide a definition of customer value—discussing whether there is one accepted definition or there are variations.

2.Provide a definition of a value proposition—discussing whether there is one accepted definition or there are variations.

3.Explain why both concepts are critical to a firm’s financial success.

4.Provide a summary of the means by which the UK supermarkets deliver value to their customers.

5.Nominate the supermarket you regularly shop at and describe how it provides (or does not provide) the value you seek from a supermarket

6.Describe one of your supermarket’s customer segments—what value does this segment seek and discuss whether the supermarket delivers it. This segment is to be one that you are NOT representative of.

7.Review its website and describe how it communicates customer value and its value proposition (as per the nominated journal article).

8.Make feasible recommendations to your supermarket on how it could provide better value to you that would enhance your shopping experience and build your loyalty.

Here’s some examples of the feedback and tips that are important to keep in mind:

1.You are asked to discuss customer value and value proposition concepts

a.Do these separately

b.Obtain three definitions of each concept

c.DISCUSS—look up what this means for an academic paper. This is covered in the General Guide to Writing and Study Skills which is accessed in Moodle by clicking on Study Help, then from the dropdown box select Writing guides

2.For the value provided by UK supermarkets you should write about how each of them provides value

3.Describe how the supermarket you shop at provides or does not provide you with value

a.This should be based upon the UK article and what was learned from the Office Depot case, and any other readings you examined to do this assignment

b.Doing this will help you make feasible recommendations

4.Your recommendations should be based on what you found as you addressed all the required tasks (pts 1 to 7 in the list above) and not just ‘plucked from the sky’

5.Make sure you read the file on Moodle about writing an Executive summery—this is worth 16% of the total marks so just writing a half a dozen lines that reads like an Introduction will earn you maybe 0.5 marks or 1 mark at the most

6.Look at the Assessment Criteria Sheet—use it as a checklist—it does not have a Conclusion so DO NOT provide one.