BUMKT5902 Marketing Management

Task :

This document contains the details for the individual assignment for BUMK5902 Marketing Management for semester 1 2019. Included are aspects such as:

The assignment requirements;
How they meet the Learning Outcomes—refer to the course description;
How the assignments are to be formatted; and
How it will be assessed by using an Assessment Criteria Sheet.

Requirements

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).
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.