Case Study: Office Depot

(1) What marketing orientation or approach does Office Depot appear to be using now? How does Office Depot create value for its customers? Describe two things it could do it move it more toward implementing the marketing concept.

After the situation has been addressed by Steve Haines, Office Depot appears to be using a societal marketing concept approach. A societal marketing approach is carried out by making good marketing decisions through considering consumers’ wants, the company’s requirements, consumers’ long-run interests, and society’s long-run interests. This tactic focuses on delivering value to customers to improve the consumer and the society’s well-being.

Office Depot appears to be focusing on the building profitable customer relationships process of marketing to build value. They are taking their customer relationship management process into account to build their customer relations by delivering superior customer value and satisfaction. They are also realizing that their customers are very important to the success of their firm and are striving to fix any problems associated with their actions. They are trying to create value for their customers by building strong relationships for more reasons than just the idea of profits. A business’s marketing aim is to build specific relationships with the “right” customers. It is essential to create value for these targeted customers and to obtain a higher customer equity.

Two things that Office Depot should do to move it more toward carrying out the marketing concept could include addressing the issues with their services directly to the employees and allowing their customers to realize that their feedback is greatly appreciated and that their ideas and opinions will b...

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...s customer service operation and learned of Steve's story, what steps would you take?

I would be very upset if I were in charge of Office Depot's customer service operation and learned of Steve's story. I would take several steps to try to resolve the situation. It would be a good idea to require my employees to take several courses that focus on stressing specific customer relations skills. I would also design a policy that each employee would be required to follow when dealing with customers. This would ensure that all employees were displaying good customer relation skills. I also think that it would be a good idea to individually address this specific situation to the employee involved. Maybe, for example, the employee is not aware of what he is doing wrong. Employees need to be individually and specially trained in their field of association with the company.