Assignment on Value Marketing

Question one
Value Marketing is what profits a client from an item or the cost that the customer
perceives they have to pay to get the benefit of the product or the value the customer perceives
about a product. For instance, BMW makes luxurious cars that many clients perceive to be of the
highest quality.
Customer life-time value is the measure of how valuable a client is to your business
over their life-time as opposed to the value they add to your business with just a single first
purchase. For example, if acquiring a new cost costs $20 and their customer life-time value is
computed to be $30, then the customer is considered profitable, and acquisition of additional
such customers is deemed satisfactory (Chang & Li, 2012).
Societal marketing builds on the marketing concepts that only emphasize on business
requirements, and the customer wants, to include giving back to the society in a bid to make it
better. For instance, firms with robust corporate social responsibility programs like Walmart use
them to achieve societal marketing.
Positioning is the ability of firms to influence their client's perceptions concerning
particular products or brands as compared to their competitors. Positioning helps companies
achieve or create a brand image and identity of a product such that their clients perceive these
products in a specific way (Fuchs & Diamantopoulos, 2010). Positioning is achieved by
exploiting the 4Ps of marketing. For instance, Coca-Cola is perceived to bring happiness or
Walmart as the provider of the cheapest products.
Macro-environments
Technological factors are variables that rely on the existing and the change in
technology either by change in technological products or change in technological processes.
Firms should properly respond to the changes in their technological environment as it can affect
them either negatively or positively (Kilner, 2017). Also, it should be noted that these factors
change very rapidly. For instance, Record stores have practically disappeared as people can
download their music from the internet.
Economic factors are changes that happen in an economy, such as the rate of inflation or
the exchange rates in currencies. Firms remain sensitive to these changes and have to adapt to the
changes or perish. For example, in a time like now, when the world is fighting the Covid-19
pandemic, many companies are out of business with countries crossing their borders and flights

being canceled. At a time like this, we don't expect people to be buying new cars or making
investments. On the contrary, they have to cut on their spending to remain on budget.
Political factors are rules, government actions, policies, regulations, and pressure from
lobbyist groups, among others (Barkauskas & Jasinskas, 2015). Political factors that affect the
business cannot be controlled—for instance, the existing and the impending government
legislation or political instability in a region. A case example of a political factor in the form of
impending legislation is the need to expand a road network. Considering that some company
depends on its strategic location to be in business, an expansion in road network might force
them to move. Even with the compensation offered, the move might cripple the business.
Demographic factors can benefit or disorient businesses in many ways. For instance,
birth control treatments have led to a decrease in the demand for baby food (Vallabh & Mhlanga,
2015). Also, the increase in the number of female professionals working in business has
increased the demand for prepared foods. Consequently, this creates an opportunity for fast food
companies such as restaurants while putting other companies at a disadvantage like furniture
manufacturers.
Publics
The general public includes general clients. The client's brand observation is significant
for the organization's prosperity. Different publicizing efforts may be attempted to assemble a
sound picture. The overall population's judgments can be decided through their input via web-
based networking media. For instance, parents and alumni are considered the general public in
institutions of learning.
Financial publics are the individuals that influence an organization's financing. Banks,
speculators, financier firms, investors, and so forth. This sort of public affects an organization's
capacity to take credits, good installment terms, and so on. They likewise decide how the clients
or different publics see a business. For example, if a company is known to be always counting
losses, investors might shy away or refrain from investing in such firms.
Business portfolio
A business portfolio is a group of business units, products, and services that adapt a
particular firm allowing it to pursue its strategic goal. For instance, using the growth-share
method approach: