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Marketing Strategy, Value Proposition and Customer Relationship

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Question 1
Can you think of any companies that market the same product or service offering to multiple segments using different strategies? Are the different segments being offered different value propositions?

Question 2
Which differentiation tool would be most useful for a dot.com startup?
Why?

Homework

In addition to preparing the discussion questions, find a relevant article in a Journal or Newspaper relating to the issue of customer focus or Customer Relationship building for discussion on the forum. The discussion will consider:

a) Why is this article relevant to the topic?
b) Can any of the marketing related theory from this chapter be related to the article?
c) What can be learned from this?

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The following posting helps with a problem involving marketing strategy, value proposition and customer relationships.

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Marketing Strategy, Value Proposition and Customer Relationship

Company that markets the same product or service offering to multiple segments: strategies and value propositions

Coca Cola Company

Coca-Cola is one of the most popular and biggest-selling soft drinks in history, as well as among the best-known products in the world. On May 8, 2011, the product marked its 125th anniversary. Created in 1886 in Atlanta, Georgia, by Dr. John S. Pemberton, Coca-Cola was first offered as a fountain beverage at Jacob's Pharmacy by mixing Coca-Cola syrup with carbonated water.
(http://www.thecoca-colacompany.com/brands/brandlist.html).

To cater to different market segments, the product is offered in variants - the classic ( original), diet coke, and coke zero ( among others). The diet coke may have been offered to a market segment composed of the young generation and those who have not had health problems. Diet coke may have been offered to another segment, those who are conscious of their body weights. Coke Zero may have been offered to another segment, those who are diabetics.

Different marketing strategies are utilized in each of the variants. As to advertisement, different endorsements and messages have been utilized. These variants also differ in terms of ...

Solution provided by:
Elisa Valdez, PhD
Education
  • Bachelor of Science in Business Administration, University of the Philippines
  • Master in Business Administration, Saint Mary's University
  • Doctor of Philosophy in Education, University of the Philippines
  • Doctor in Business Adminstration (IP), Polytechnic University of the Philippines
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