Intro and Customer Value Worksheet
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AMB140 Marketing Simulation INTRODUCTION TO MARKETING AND UNDERSTANDING CONSUMER VALUE
Activity 1- Consumer Value Scenrio Instructions:
1.
Read the scenario provided below.
2.
Answer the questions based on your understanding of customer value.
3.
Discuss your answers with your peers. Scenario: You are a marketing intern at a local bakery called "Sweet Delights." The bakery specialises in producing high-quality pastries, cakes, and slices. The owner of the bakery, Ms. Delight, has noticed a decline in sales over the past few
months despite having a loyal customer base. She has tasked you with understanding why customers may be choosing other bakeries over Sweet Delights.
Q
UESTIONS
1.
Define Customer Value: Based on your understanding, what does the term
"customer value" mean in the context of this business?
Your Answer: 2.
Identifying Customer Needs: What are some possible factors or needs that
customers consider when choosing a bakery?
3.
Improvement Strategies: Based on your answers suggest two marketing strategies that Sweet Delights could implement to enhance customer value and regain market share. Strategy 1: Strategy 2:
AMB140 Marketing Simulation Activity 2- Categorising by Holbrook (2006) Typology of Customer Value Instructions:
1.
Set a 5-minute timer (if you are attending class your tutor will do this for you). 2.
In the 5 mins allocate as many of the products as you can to their type of customer value 3.
When time is up share your answers with your peers. Do you have different allocations? Why/Why not?
Figure 1. Holbrook Typology of Customer Value P
RODUCTS
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