The Management of TWEPUS TELECOMMUNICATIONS GROUP has observed that of the thousands of customers the company has, less than a quarter of these customers account for over three-quarters of the company’s revenue. The remaining customer groups also have dissimilar and varying levels of contributions (from high, moderate to drastically low) to the company’s revenue and overall profitability. As Marketing Director of TWEPUS TELECOMMUNICATIONS GROUP, and drawing on your knowledge of customers’ unequal status in their relationship value to your organisation, discuss the full implications of this state of affairs and demonstrate how these could guide the company’s development of long-term and mutually beneficial relationships with customers. You must support your answer with relevant illustrations.

Understanding the value that each client delivers to the business is essential for long-term growth…

Answered: The Management of TWEPUS…

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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The Management of TWEPUS TELECOMMUNICATIONS GROUP has observed that of the thousands of customers the company has, less than a quarter of these customers account for over three-quarters of the company’s revenue. The remaining customer groups also have dissimilar and varying levels of contributions (from high, moderate to drastically low) to the company’s revenue and overall profitability. As Marketing Director of TWEPUS TELECOMMUNICATIONS GROUP, and drawing on your knowledge of customers’ unequal status in their relationship value to your organisation, discuss the full implications of this state of affairs and demonstrate how these could guide the company’s development of long-term and mutually beneficial relationships with customers. You must support your answer with relevant illustrations.

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