ORDER INSTRUCTIONS_REPLIES_Topic: Relationship Marketing and ‘Every Good Endeavor’
A 275-word response to EACH of the following posts (two responses with a total of 550 words). Each reply must incorporate at least 1 scholarly citation in the current APA format and 1 Biblical principle/verse. Any sources cited must have been published within the last five years, except for the Bible. *Note: Scholarly Marketing authored references are an authored source in which a human’s name is associated with the work.
For each reply, identify at least 1 strength and 1 weakness in the reasoning of each posting. The responses should NOT be a critique of the student’s post, nor should you acknowledge if they responded to the question. The purpose is to add value to the post in an effort to continue the conversation.
The instructions to the original assignment are as follows:
In Timothy Keller’s book ‘Every Good Endeavor’, on page 27 of PDF (attached), he included, “Did God create food only to provide for necessity (nutrition) and not also for delight and good cheer?
So to the purpose of clothing apart from necessity (protection) was comeliness and decency. In grasses, trees, and fruits, apart from their various uses, there is the beauty of appearance and pleasantness of fragrance…Did he not, in short, render many things attractive to us, apart from their necessary use?”
Additionally, as part of your reading this week we have Dr. Martha Rogers & Don Peppers 2004 article, ‘Managing Customer Relationships,’ and, in particular, I would like you to focus on Chapter Six, “Differentiating Customers by Their Needs.” Please answer these questions and use the assigned readings to support your answers:
1. Why has more progress been made on customer value differentiation than on customer needs differentiation?
2. Is it possible to meet individual needs? Is it feasible? Can you describe three examples where it has been profitable?
3. For each of the following product categories, name a branded example, then hypothesize about how you might categorize customers by their different needs, in the same way, our sample toy company and pharmaceutical company did.
• Automotive
• Airlines
• Personal Care (cosmetics, deodorant, toothpaste, etc.)
• Hotels
4. Connect the chapter from ‘Every Good Endeavor’ called ‘The Design of Work’ to ONE of the examples you provided. For example, a Louis Vuitton handbag holds important items for their consumers from their money and credit cards and many other daily essentials.
But a handbag from Walmart works just as effectively. Why is there such a following for Louis Vuitton then? You choose YOUR example. Connect Timothy Keller’s excerpt from page 41 mentioned at the beginning.
