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Liberty University
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Running head: DISCUSSION BOARD 1
Relationship Marketing and ‘Every Good Endeavor’
Institution Affiliation
Date

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DISCUSSION BOARD 2
Customer Value Differentiation and Customer Needs Differentiation
A firm can differentiate its customers based on their value to the firm or customer needs.
Much progress has been made in customer value differentiation compared to customer needs
differentiation. There are several reasons why differentiation based on value has been more
common than differentiation based on needs. One reason is that firms that manufacture different
products sell the same to retailers rather than selling directly to consumers (Peppers & Rogers,
2010). The lack of direct contact with consumers means that little customer feedback reaches
manufacturers regarding their products (Peppers & Rogers, 2010). Manufacturers cannot easily
contact consumers and survey their needs as they deal with retailers.
The second reason why customer value differentiation has progressed a lot compared to
customer needs differentiation is that customer need differentiation would likely necessitate the
offering and delivering different products and services to customers (Peppers & Rogers, 2010).
The needs of different customers can be quite different that a firm may need to create many
variations of a product or service to meet the needs of each customer category. Manufacturing
many different variations of products or services is not feasible in many sectors as it would
require the expansion of production capacity, which is costly.
The Possibility of Meeting Individual Needs
It is possible to meet the needs of individual customers. However, it is not feasible for
many firms to meet individual customer needs. For some firms endeavoring to meet individual
needs would involve significantly expanding their operations, which would significantly increase
their cost of operation and lead to the firms making huge losses. Batch production helps firms

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Running head: DISCUSSION BOARD 1 Relationship Marketing and ‘Every Good Endeavor’ Institution Affiliation Date DISCUSSION BOARD 2 Customer Value Differentiation and Customer Needs Differentiation A firm can differentiate its customers based on their value to the firm or customer needs. Much progress has been made in customer value differentiation compared to customer needs differentiation. There are several reasons why differentiation based on value has been more common than differentiation based on needs. One reason is that firms that manufacture different products sell the same to retailers rather than selling directly to consumers (Peppers & Rogers, 2010). The lack of direct contact with consumers means that little customer feedback reaches manufacturers regarding their products (Peppers & Rogers, 2010). Manufacturers cannot easily contact consumers and survey their needs as they deal with retailers. The second reason why customer value differentiation has progressed a lot compared to customer needs differentiation is that customer need differentiation would likely necessitate the offering and delivering different products and services to customers (Peppers & Rogers, 2010). The needs of different customers can be quite different that a firm may need to create many variations of a product or service to meet the needs of each customer category. Manufacturing many different variations of products or services is not feasible in many sectors as it would require the ...
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