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 above 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).