RELATIONSHIP MARKETING 1
Week 1 Discussion Thread: Relationship Marketing and 'Every Good Endeavor'
Dexter Tyrone Cassell
School of Business, Liberty University
BUSI 745 – Marketing for Competitive Advantage
Dr. Bowery
October 28, 2021
Author Note
I have no known conflict of interest to disclose.
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RELATIONSHIP MARKETING 2
Differentiating Customers by Their Needs
The necessity of customers' needs is defined through the influential factors that facilitate
the customers to purchase or have certain products. The history of these needs is shown in the
Bible as depicted by Timothy Keller in his book, 'Every Good Endeavor’ through analysis of
events that God created like food since it was a need to created humans and clothing not only for
fashion but as a need that arisen from their sin. For proper analysis of customers' needs, any
enterprise or business must evaluate the nature and type of customers and their practical values
to the company. The process may be through defining the target audience of the products or
services and individual characteristics. More progress has been established on customer value
differentiation that their needs due to some effects and concerns as discussed.
Differentiating is an aspect and strategy used in marketing that helps identify a product's
worth to customers from different perspectives and any other alternatives that may be initiated to
increase customer value. It is a crucial component in businesses (Goulden et al., 2018). The
process aids in improving marketing campaigns through understanding the customer's values and
needs. Differentiating customers' values have been on high progress than differentiating their
demands. It improves the sales organized in the business premise and advertising their products
as their perspective of products and services. The customers create all values in enterprises but
are geared to individual concerns or needs about specific products (Payne et al., 2017). Through
customer-strategy methods, different valuations are established in the firm to detail the
effectiveness of the company in the provision of services and products desirable to the
customers. Effective and alternative methods to view their needs are still ongoing since customer
needs differentiation is a new strategy to companies and businesses.
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It is possible to meet customers' needs since it is a new and vital program invented in
businesses to evacuate problems and preferences present in the enterprise. Its process may be
practically analyzed to identify the strengths and weaknesses hence feasible. The program retains
and attracts new individuals to the business by meeting the required customers' needs. Meeting
their needs requires analytical involvement of several knowledge and skills incorporated with
data to formulate different steps to achieve the strategy. The methods involved include the
following (Di Benedetto et al., 2018). Identify specific requirements or needs through research or
analysis of complaints presented to the business premise for an effective strategy installation.
The process is followed by distributing the acquired information to different groups or operators
in the business where the stakeholders will utilize any possible solution to cover their side in
meeting the individual customer needs. Therefore, the creation of specific features that produce
the desired conditions is practiced in separate areas. Later after implementation of the aspect,
collection of customers' preferences and concern about the newly developed products or service
effectiveness to their demand is performed to complete the whole process.
There are certain areas where meeting the customer's needs has been profitable to the
organization and the customers individually. Fairness of the customers is an important integrated
area that contributes to their needs of being treated with equality in offering different services
and products from the business (Di Benedetto et al., 2018). Friendliness is an essential feature in
any enterprise where meeting the specific needs facilitates the warm relationship between the
stakeholders and the customers, improving the premises' values. Another integrated area is the
options and alternatives of substance-related to the products offered in the business required by
the customers (Payne et al., 2017). Meeting those specific needs by providing several
alternatives to the customers improves their attendance and proximity to the products and
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services offered by the firm. In general, meeting customers' needs provides solutions for existing
problems and increases the value of the products and services provided.
Different brands such as Toyota in the automotive industry crave different customer
needs, categorized according to their analysis perspective in four categories. Demanding
customers form the most elaborate and feared customers in the automotive deals as their needs
require immediate response and performance (Kumar et al., 20170. Analytical customer forms
the second basis as their demands are related to the quality and effectiveness of the brands
through creative analysis of the products to consider the material and design of the product. The
third category of these customers is the guarded ones who always claim to view and identify
their brands. Finally, the simple-minded customers are familiar to be entrusted in the business
(Kumar et al., 2017). In the airline industry, there exist different brands such as British and
emirates airlines, where the categorization of customers includes old travelers, business travelers,
and budget-conscious travelers. Brands like Nivea have a different categorization of customers in
personal care, such as new entrants, beauty addicts, and traditional users. Furthermore, the hotel
industry has its categorization according to the taste and demand of the commodity offered.
In conclusion, from the perspective of Timothy Keller's book, 'Every Good Endeavor,' the
chapter 'Design of Work' clearly depicts God's creation as an essence in needs and values that
govern man. On the final day of creation, as discussed in the book of Genesis, work was the
essential component that described the needs and categorization of different animals and man
according to specific requirements. Therefore, categorizing customers through meeting their
needs and differentiating their values is an essential factor in every business.
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References
Goulden, M., Spence, A., Wardman, J., & Leygue, C. (2018). Differentiating ‘the user’ in DSR:
Developing demand side response in advanced economies. Energy Policy, 122, 176-
185. https://doi.org/10.1016/j.enpol.2018.07.013
Payne, A., Frow, P., & Eggert, A. (2017). The customer value proposition: Evolution,
development, and application in marketing. Journal of the Academy of Marketing
Science, 45(4), 467-489. https://doi.org/10.1007/s11747-017-0523-z
Di Benedetto, C. A., Sarin, S., Belkhouja, M., & Haon, C. (2018). Patterns of knowledge outflow
from industrial marketing management to major marketing and specialized journals
(1999–2013): A citation analysis. Industrial Marketing Management, 69(69), 13-
17. https://doi.org/10.1016/j.indmarman.2018.01.024
Kumar, V., Sharma, A., & Gupta, S. (2017). Accessing the influence of strategic
marketing research on generating impact: Moderating roles of models, journals,
and estimation approaches. Journal of the Academy of Marketing Science, 45(2),
164-185. https://doi.org/10.1007/s11747-017-0518-9
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