(1) What marketing orientation or approach does Office Depot appear to be using now? How does Office Depot create value for its customers? Describe two things it could do it move it more toward implementing the marketing concept.
After the situation has been addressed by Steve Haines, Office Depot appears to be using a societal marketing concept approach. A societal marketing approach is carried out by making good marketing decisions through considering consumers’ wants, the company’s requirements, consumers’ long-run interests, and society’s long-run interests. This tactic focuses on delivering value to customers to improve the consumer and the society’s well-being.
Office Depot appears to be focusing on the building profitable customer relationships process of marketing to build value. They are taking their customer relationship management process into account to build their customer relations by delivering superior customer value and satisfaction. They are also realizing that their customers are very important to the success of their firm and are striving to fix any problems associated with their actions. They are trying to create value for their customers by building strong relationships for more reasons than just the idea of profits. A business’s marketing aim is to build specific relationships with the “right” customers. It is essential to create value for these targeted customers and to obtain a higher customer equity.
Two things that Office Depot should do to move it more toward carrying out the marketing concept could include addressing the issues with their services directly to the employees and allowing their customers to realize that their feedback is greatly appreciated and that their ideas and opinions will be recognized.
(2) Are Steve and Dana Haine the “right” customers for Office Depot? What could Office Depot do to build relationships with customers like Steve and Dana?
Steve and Dana Haine are the “right” customers for Office Depot. A marketer's aim is to build the “right relationships” with the “right customers.” Steven and Dana Haine are good examples of the “right” customers because they offer a high customer lifetime value opportunity to the company. Also, they have provided feedback to the company to help them improve on their internal processes.
Office Depot should focus on building relations with profitable customers in their target market. They realize that Steve and Dana are frequent customers to Office Depot and that they should be working to maintain their customer satisfaction. The Haines are customers that would have a high customer lifetime value and it is essential for companies to maintain these types of customers. It would be useful for...