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Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Pete Fader introduced customer centricity with several examples in practice in his TED talk. Which one of the following statements about the customer centricity and his talk is NOT correct?

A) Many firms are seeing customer centricity as a credible and desirable enterprise-wide strategy.

B) Customer centricity can be also applied to other areas including new product development, incentivizing salespeople, corporate valuation and healthcare services.

C) Customer centricity can be a good supplement and/or alternative for corporate valuation in stock markets: Bringing in some understanding of how customers behave and how they differ from each other and breaking down their behavior into the components of their life time values, we can have a good estimate of the financial value of a company.

D) The key to customer centricity is to identify differential values of customers and serve all of the customers equally by paying more attention to less valuable customers.

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