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