markkinoinnin ja myynnin perusteet mar1lh001 value proposition anna hankimaa
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Markkinoinnin ja myynnin perusteet
MAR1LH001Value Proposition Anna Hankimaa
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An Expanded Model of the Marketing Process
Understand the marketplace and customer needs and wants
Understand the marketplace and customer needs and wants
Design a customer-driven marketing strategy
Design a customer-driven marketing strategy
Construct a programme that delivers superior value
Construct a programme that delivers superior value
Build profitable relationships and create customer delight
Build profitable relationships and create customer delight
Capture value from customers to create profits and customer equity
Capture value from customers to create profits and customer equity
Research customers and the marketplaceResearch customers and the marketplace
Select customers to serve: market segmentation and targeting
Select customers to serve: market segmentation and targeting
Manage marketing information and customer data
Manage marketing information and customer data Decide on a value
proposition: differentiation and positioning
Decide on a value proposition: differentiation and positioning
Promotion: communicate the value proposition
Promotion: communicate the value proposition
Distribution: manage demand and supply chains
Distribution: manage demand and supply chains
Pricing: create real valuePricing: create real value
Product and service design: build strong brands
Product and service design: build strong brands
Partner relationship management: build strong relationships with marketing partners
Partner relationship management: build strong relationships with marketing partners
Customer relationship management: build strong relationships with chosen customers
Customer relationship management: build strong relationships with chosen customers
Increased share of market and share of customer
Increased share of market and share of customer
Capture customer lifetime valueCapture customer lifetime value
Create satisfied, loyal customersCreate satisfied, loyal customers
Harness marketing technology Manage global markets
Ensure ethical and social responsibility
Lähde: Kotler-Amstrong 04/21/23
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Positioning Map: Cafes
04/21/23 Lähde: Kotler-Armstrong
Positioning map for coffee marketplace
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Possible Value Propositions
Lähde: Kotler-Armstrong
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Value Proposition
“Much more for much more” value proposition: Häagen-Dazs offers its super-premium ice cream at a price never before charged.
Lähde: Kotler-Armstrong
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Value Proposition
• The creation of the value proposition is a work of strategy.• Organizations do not directly communicate the outputs of the
value proposition creation process to external audiences.• Value propositions are internal documents which are used to
ensure that all the messages they communicate, inside and outside the organization, are consistent.
04/21/23