Understanding Marketing and Customer Relationships

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School: University of Virginia

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Understanding Marketing and Customer Relationships
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Understanding Marketing and Customer Relationships
Marketing is a multi- step process businesses, and organizations use to help build
successful customer relationships, as well as to grow and achieve their goals. I this assignment, it
will define what marketing is, the client value proposition, and how creating relationships
between the organizations and the customers is mutually beneficial. This assignment will also
explain how as a security officer of Allied Universal, applying these concepts to my career will
help create my brand.

Marketing and Customer Value Proposition
According to "American Marketing Association" (2017), "Marketing is the activity, set of
institutions, and processes for creating, communicating, delivering, and exchanging offerings
that have value for customers, clients, partners, and society at large." With marketing, there is a
cluster of benefits that businesses or organizations promise their customers to satisfy their needs.
This is known as Customer Value Proposition (Kerin & Hartley, 2017). It's business or
marketing statement describing why a particular customer should buy their product or suppliers
(Customer Value Proposition, 2017).There are two primary goals of marketing. Those are to find
out the needs of the customers and to satisfy them. To achieve these two goals, business or
organization needs to involve the four marketing mix factors (product, price, promotion, and
place) and five environmental forces (social, economic, technological, competitive, and
regulatory factors) that are beyond the control of business or organization. For businesses or
organizations to create a strong customer value proposition, it's important to gather as much
information abo...

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