prasid mitra | how does marketing affect customer value

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