(1) What marketing direction or approach does Office Depot appear to be using currently? How does Office Depot create value for its customers? Describe two things he could do to move him more toward implementing the marketing concept. After the situation was addressed by Steve Haines, Office Depot appears to be using a societal marketing concept approach. A societal marketing approach involves making good marketing decisions by taking into account consumer desires, business requirements, long-term interests of consumers, and long-term interests of society. This tactic focuses on providing value to customers in order to improve consumer and societal well-being. Office Depot appears to focus on building profitable customer relationships, a marketing process aimed at creating value. They take into account their customer relationship management process to build their customer relationships by delivering superior customer value and satisfaction. They also realize that their customers are very important to the success of their business and work to resolve any issues associated with their actions. They try to create value for their customers by building strong relationships for reasons other than just profit. A company's marketing goal is to establish specific relationships with the "right" customers. It is essential to create value for these targeted customers and achieve higher customer equity. Two things that Office Depot should do to move them more towards implementing the marketing concept could include addressing issues with their services directly to employees and allowing their customers to realize that their feedback is greatly appreciated and that their ideas and opinions will be...... middle of paper ...... s how customer service works and read about Steve's story, what steps would you take? I would I would be very upset if I were a customer service manager at Office Depot and I learned about 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 complete several training courses focusing on 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 demonstrated good customer relations skills. I also think it would be wise to address this specific situation individually to the employee concerned. Perhaps, for example, the employee is not aware of what he or she is doing wrong. Employees must be trained individually and specifically in their area of ​​association with the company..