Marketing concept Assignment Example | Topics and Well Written Essays - 1000 words

Marketing concept - Assignment Example It will then examine why Beats Electronics used this particular concept and the extent to which it has been forced to accommodate changing trends in consumer trends and the resources that were deployed in marketing this concept and finally the analysis will consider how this concept enabled the firm to enhance on its business performance. Increasingly, firms are placing more emphasis on retaining their customers and often it takes a significant amount of effort, time as well as money in both attracting a new customer. Creating long term customers are seen as most beneficial (Gronroos & Voima, 2011). Relationship marketing is one of the theories which can be used to not only develop but also to liquidate the relationships that firms have with their customers in a manner that not only creates value, but also enhances on the firm’s level of competitiveness (Gronroos & Voima, 2011). Service quality is also another theory that seeks to explain customer value and here the quality of the provided service or product is exactly how the customer wishes it to be. In many instances, customers have a significantly wider speculation of quality which means that firms have to determine the quality in the same manner as their customers (Shamim & Ghazali, 2014). In the case of Beats Electronics, both Dr.Dre and Jimmy Iovine wished to provide the customer with similar headphones to the ones Apple had in the market but with better sound quality (Helm, 2014). Service quality in this instance is made up of two distinct parts which is the expected and perceived service. The perceived quality is made of two aspects: one is technical which is what the customer gets and customers often look to this aspect since it provides an overview of how the firm’s products can provide a technical solution to the problem (Shamim & Ghazali, 2014). The other aspect is functional which strives to examine the

Module 3 Assignment Example | Topics and Well Written Essays - 1000 words

Module 3 - Assignment Example The last part of the paper will try to compare and contrast Tesco’s approach to inclusion and diversity with the key conclusions drawn by Bendick, Egan, & Lanier (2011) in their study. In the above mentioned study, Bendick, Egan, and Lanier (2011) mainly focus on investigating the claim that that employee diversity equips businesses to deal with diverse customers. Basically, Title VII of the federal Civil Rights Act of 1964 granted broad, enforceable rights to equal employment opportunity regardless of race, colour, religion, sex or national origin in a bid to end workplace discrimination. This move heralded the new dispensation in the practice of human resources management called diversity. Whilst all workplace inequities have not been completely removed, major strides have been made in this particular section to address issues related to employment discrimination on the basis of race, colour, creed and belief. Thus, the authors of the above mentioned research argue that empl oyers should provide equal employment opportunity in a bid to create a â€Å"business case for diversity.† The authors argue that workforce diversity can advance business objectives that are mainly related to issues of productivity and profitability in the organization. Which are basic tenets of any business. This brings us to the claim by the authors that employee diversity equips businesses to deal with diverse customers. According to the study, a diverse workforce offers access to a broader pool of potential employees, enables the organization to relate to diverse customers and it helps in creating a more productive work force. The authors make some of the key conclusions in their study and some of them are discussed below. They suggest that inclusion is the basic tenet that can lead to success of workplace diversity. This entails that the needs and interests of the employees are taken into account in as far as the operations of the organization is concerned. This helps to create share and mutual understanding among all the stakeholders involved in the operations of a particular organization. This can also significantly help to appeal to the interests of many customers who may be attracted to buy the products offered by the organization. The other key conclusion made by the authors of the above mentioned study posits to the effect that many companies often hire employees from different backgrounds due to the fact that they represent the tastes, sensibilities and interests of a wide range of people from diverse backgrounds. This is very important since it helps to attract sales from the operations of the organization which in turn translates into profitability. However, contrary to the key findings of a study by Syed & Kramar (2010) entitled ‘What is the Australian model for managing cultural diversity?’ it can be observed that the â€Å"legal framework in Australia places only limited obligations on organisations to manage cultural dive rsity.† As such, many organizations often lag behind in as far as diversity and inclusivity in the operations of the organization are concerned. According to this study, it can be observed that unless cultural diversity is tackled at multiple levels, managing diversity in the workplace may prove unrealistic unless concerted efforts are put by the government and organizations that specialise in different