Marketing contributes most to the organisation by finding and accessing new customer segments or by exploiting relationships with existing customers. Any investments in marketing activities that are not about developing and exploiting exchanges with customers are a waste of scarce resources. 

Argue for or against the proposition Support your arguments with specific and detailed applications of marketing management models, concepts and frameworks from the course and with examples from your own experience or observations of effective marketing practices in organisations you are familiar with (including organisations that may be discussed in the media.

Can someone help to explain this question - what does it mean by exploiting exchanges with customers? do you think Marketing activities are about developing and new customers or exploiting relationship with existing customers?

marketing activities such as - segmentation targeting  and positioning, Marketing Mix, collecting DATA ( Marketing information system ), Distribution Channel, Promotional mix, Building Brand  etc

Answer rating: 100% (QA)

1 Exploiting Exchanges with Customers Exploiting exchanges with customers refers to leveraging existing relationships with customers to maximize the value exchanged between the customer and the organi... View the full answer