MRKT 310 Principles of Marketing
What is Strategic Marketing?
Diet Coke
October 04th, 2015

1. Creating Value for Customers: Value is the benefit buyers receive that meets their needs (Principles of Marketing, 2015). Customers do not want only the products and services but want what those products and services will do for them as well. Companies create value for its customer by creating, communicating, delivering, and exchanging values. They do this by understanding their customers, describing the product and making the product available to the customers, For example, diet coke, consumers buy them for reduced calories. The consumers should be able to receive the reduced calorie it promised and at a good price compared to the alternative and at a convenient location. It should also be worth the price paid compared to other brands. It should also have the label describe the content of the calorie without the customers searching to hard to find it. 2. Role of customer in the company’s strategic plan: The coca cola mission statement is, “To refresh the world, to inspire moments of optimism and to create value and make a difference”. This mission statement creates a close link and communication with customers. The understanding of the consumers need leads the company’s strategic plan towards satisfying those needs. They survey the environment and conduct a research of the current and potential customers. A customer knowing that a company’s mission centers on serving them will patronize that brand since they will have any issues they have properly dealt with or attempt to take care of it. Since most companies know that consumers do not know much about their product, they capitalize on that to market their brand by offering to describe what the customer will gain from buying their brand. For example, since most customers buying diet coke is