In the context of ‘Creating and capturing customer value’,according to Armstrong et al. (2015) a customer-driven strategy is closely linked to the selling concept.

Question

BlackTom AI · Accepted Answer

The statement presents a claim about how a customer-driven strategy is related to the selling concept, according to Armstrong et al. (2015). 
Option: True. This would assert that a customer-driven strategy is closely linked to the selling concept. In reality, Armstrong et al. describe a customer-driven or market-driven strategy as aligned with the marketing concept, which focuses on identifying and delivering superior customer value and satisfying needs, rather than pushing products through aggressive selling. Therefore, treating a customer-driven strategy as closely tied to the selling concept would mischaracterize the theoretical framework. 
Option: False. This is the accurate choice because a customer-driven strategy emphasizes understanding customer needs and creating value, which is characteristic of market-oriented thinking, not the selling concept. The selling concept centers on selling what the firm makes, often with persuasion or promotion, rather than starting from customer needs. Hence the statement is incorrect. 
In summary, Armstrong et al. position customer-driven strategies within the marketing/market orientation framework, whereas the selling concept is more about pushing products, not tailoring offerings to customer value. The assertion conflates these distinct orientations, making the claim false.

252_2HO003_Marketing

In the context of ‘Creating and capturing customer value’,according to Armstrong et al. (2015) a customer-driven strategy is closely linked to the selling concept.

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