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Understanding marketing as a multi-step
process relying on building successful customer relationships is
essential to helping organizations grow and achieve their goals. This
assignment defines marketing, the customer value proposition, and
creating mutually beneficial relationships between the organization and
target, as well as applies these concepts to the student to create a
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Resources: Week 1 textbook
reading, Week 1 video, American Marketing Association Website, and
University Career Center: Crafting Your Image
Scenario: You have just
graduated from the University of Phoenix with your Bachelor’s Degree.
You have decided either to seek a promotion at your current work,
explore new career opportunities, or open your own business and are
using your marketing knowledge to position yourself for career growth.
Develop a 1,050-word response to the following using the scenario above:
- Provide a definition of marketing from the American Marketing
Association. Define the customer value proposition. Discuss the
differences between the marketing process and advertising, the goals of
creating a strong customer value proposition, and the unique
relationship that exists between company and customer.
- Use your workplace, a company you would like to work for, or an
entrepreneurial vision and apply the concepts of the customer value
proposition and relationship marketing to their operations. Introduce
who the company, or business idea is and what they do. Provide examples
demonstrating how the company uses these concepts successfully. Are
there any ways they can improve in these areas? How?
- Determine how your own personal brand links to the organization’s
customer value proposition. Discuss ways you can integrate a customer
value proposition and use relationship marketing to position yourself
the best. Please share examples to illustrate your thoughts and
Cite a minimum of two peer-reviewed sources with at
least one coming from the textbook, the Week 1 video, or the University