how does marketing affect customer value?
TRANSCRIPT
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How does Marketing affect
Customer Value?
These slides are based on Chapter 2 of ‘Marketing Management’ by Kotler Keller
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Task Business Deliver Customer Value Profit
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Company WinFine Tuning The Value Delivery Process
Choosing, Providing & Communicating Superior Value
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Marketing is all about Selling
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Placing Marketing at the Beginning of Planning
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The Value Delivery Process
Providing the value
Choosing the value
Communicating the value
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The Value Chain
Tool for Identifying Ways to create more Customer Value
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The Value Chain
Primary Activities
Inbound Logistics or Bringing Materials into the Business
Operations or Converting Materials into Final Products
Outbound Logistics or Shipping out
Final Products
Marketing (sales)
Service
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Support Activities
The Value Chain
Procurement
Technology Development
Human Resource Management
Firm Infrastructure
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Core Competencies
Characteristics
Source of competitive advantage and makes a significant
contribution to perceived customer benefits
Has applications in a wide variety of markets
Difficult for competitors to imitate
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