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Ashford 6 - Week 5 - Final Paper

In: Business and Management

Submitted By jaswil
Words 737
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This final writing is to focus on the marketing function and all of its concepts. There are several things that this writing will include such as: the four utilities of customer value, target market of a particular product, the competition for the product category, the application of segmentation, target marketing of a particular product in the foreign market amongst other concepts.
The first concept that I will be discussing is the product I am writing on and the four utilities of customer value with my specific product which will be Brawny Paper towels. When speaking of the four utilities of customer value, this refers to: form, time, place, and ease of possession. Form refers to a complete product that a company is offering customers. Time refers to the fact that Brawny paper towels are available in stores at the time customers want to purchase them. The place concept with Scott Tissue would be that Scott Brand Tissue is available in stores to the customers who want to purchase them-this is an important area because no matter what type of marketing is used, if a product is not readily available to consumers, then there is no way for the customers to utilize Scott Tissue. Ease of possession refers to the attributes that make it possible to transfer title to an offeringfrom the seller to the buyer—price, payment plan, and anywarranties or guarantees that go into a purchase. (White, 2012).
It is common for business-to-business firms to use references from client firms when trying to influence prospects to become new customers. In this study, the authors define the concept of business reference value (BRV) as the ability of a client's reference to influence prospects to purchase and the degree to which it does so. They develop a three-step method to compute BRV for a given client using a retrospective reported measure of reference value. Next, they use data…...

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