marketing effects on customer value
TRANSCRIPT
MARKET AFFECTING CUSTOMER VALUE
MARKETING EFFECTS ON CUSTOMER VALUE
THE VALUE DELIVERY PROCESS
THE VALUE CHAIN
CORE COMPETENCIES
HOLISTICMARKETING ORIENTATION
ROLE OF STRATEGIC PLANNING
VALUE DELIVERY PROCESSIT IS THE TRADITIONAL VIEW OF MARKETING WHICH WONT WORK IN ECONOMIES WITH DIFFERENT PEOPLE
ASSESSING MARKET OPPURTUNITIES AND CUSTOMER VALUE
CHOOSING THE VALUE INCLUDES CRITICAL DECISIONS PERTAINING TO SEGMENTING,TARGETING,POSTIONING AND BRANDING
DESIGNING VALUE RELATED TO PRODUCT/SERVICES
DELIVERING VALUE FOCUSSING ON DISTRIBUTION
COMMUNICATING VALUE THROUGH INTEGRATED MARKETING COMMUNICATION
THE VALUE CHAINIT IS A TOOL TO CREATE MORE CUSTOMER VALUE
THE PROCESSES INCLUDE:
THE MARKET SENSING PROCESS
THE NEW OFFERING REALIZATION PROCESS
THE CUSTOMER ACQUISITION PROCESS
THE CUSTOMER RELATIONSHIP MANAGEMENT PROCESS
THE FULFILLMENT MANAGEMENT PROCESS
CORE COMPETENCIESA CORE COMPETNCY IS FOCUSSING ON PRODUCT DESIGN AND DEVELOPMENT MARKETINGIT HAS THREE CHARACTERISTICS:
IT IS A SOURCE OF COMPETITIVE ADVANTAGE AND MAKES A SIGNIFICANT CONTRIBUTION TO PERCEIVED CUSTOMER BENEFITS
IT HAS APPLICATIONS IN A WIDE VARIETY OF MARKETS
IT IS DIFFICULT FOR COMPETITORS TO IMITATE
A HOLISTIC MARKETING ORIENTATIONHOLISTIC MARKETERS SUCCEED BY MANAGING A SUPERIOR VALUE CHAIN THAT DELIVERS A HIGH LEVEL OF PRODUCT QUALITY,SERVICE,SPEED
VALUE EXPLORATION- HOW A COMPANY IDENTIFIES NEW VALUE OPPURTUNITIES
VALUE CREATIN- HOW A COMPANY EFFICIENTLY CREATES MORE PROMISING A NEW VALYE OFFERINGS
VALUE DELIVERY-HOW A COMPANY USES ITS CAPABILITIES AND INFRASTRUCTURE TO DELIVER THE NEW VALUE OFFERINGS MORE EFFICIENTLY
STRATEGIC PLANNING IT’S THE MANAGERIAL PROCESS DEVELOPING AND MAINTAINING A VIABLE FIT BETWEEN THE ORGANIZATIONS OBJECTIVES, SKILLS, AND RESOURCES AND ITS CHANGING MARKET OPPURTUNITIES.
THE AIM OF THIS IS TO SHAPE THE COMPANY’S BUSINESSES AND PRODUCTS SO THEY YIELD TARGET PROFITS AND GROWTH.
THUS CUSTOMER VALUE COMPLETELY DEPENDS ON THESE EFFECTS AND IF CONCERNED PROPERLY THE MARKETING CAN BE SUCCEDED.
HAPPY CUSTOMERS IS STRATEGIC MARKETING
