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How does marketing
Customer Value?
affect
The task of any business is to deliver customer value at a profit.
So what is value? (in marketing of course)
Value in marketing, also known as customer-perceived value, is the difference between a prospective customer's evaluation of the benefits and costs of one product when compared with others.
The Value Delivery
Process
Assessing Market opportunities and customer value
è
Choosing the Value
è
Choosing the Value
è
Segmenting, targeting, positioning and branding
Designing the Value
è
Delivering the Value
è
Delivering the Value
è
Delivering and access issues.
Communicating the Value
è
The Value
Chain
The Value
Chain 9 strategically relevant activities
#1-primary activities
Inbound
Logistics
#2-primary activities
Operations
#3-primary activities
Outbound
Logistics
#4-primary activities
Marketing
#5-primary activities
Service
#1-support activities
Procurement
#2-support activities
Technology Development
#3-support activities
Human Resource Management
#4-support activities
Firm Infrastructure
Core Competencies
Core Competencies
A core competency 3 characteristics
#1
A source of competitive advantage
#2
Widespread applications
#3
Difficult to
imitate
Holistic marketing maximizes value exploration
Companies no longer compete -marketing networks do
Thank You
Created by Prasid Mitra, Jadavpur University
During an internship by
Sameer Mathur, IIM Lucknow. www.iiminternship.com