CUSTOMER FOCUS AND MARKETING METRICS
Objective: This week’s assignment has you write a report describing a company’s market orientation and market performance .
Preparation Task. Review Week 1’s textbook chapters that cover customer focus, customer performance, profit impact, marketing metrics and marketing profitability.
Reviewing these chapters will help you start the research needed to draft your essay. Moreover, the concepts in these materials are crucial to successfully completing this assignment.
Step 1. Select a company in a market or industry of your choosing. While this could be a real organization such as Starbucks or Apple, you are also free to use an imaginary small business to which you could apply this week’s concepts.
Step 2. Using your notes and what you have learned this week, in your report explain how your company addresses the concepts covered this week. Your report should address the following questions:
· How does the company build its customer focus?
· What steps does the company take in terms of achieving customer satisfaction?
· Does the company follow a strategy for maintaining customer lifetime value and loyalty? If so, how? If not, what might be the possible repercussions of this for the company?
· What marketing metrics does the company employ? How are these implemented?
· How does the company manage its marketing profitability?
Step 3. Time to produce your report. Your report should meet the following requirements:
Requirement 1. Your report must address the questions from Step 2 using the concepts and the topics covered this week. Be sure to support your claims and assertions using citations.
Requirement 2. It must be an APA formatted 3-5 page long (1000-1500 words) report. You might find it helpful to use the APA template available at the Student Resource Center.
Requirement 3. It must contain at least three scholarly sources (peer-reviewed journal articles) and a minimum of five in-text citations. For this option, you might want to visit CIU’s online library LIRN.
Requirement 4. It must have a title page and a references page (not included in the word count).
Week 1’s Submission
Submit the essay to Week 1’s Assignment portal with the following name convention: LastName_FirstInitial_Course_Assignment_Week.
· Examples of customer focus
· Quest for customer focus
· Increasing customer lifetime value
· Metrics you need to track