how does marketing affect customer value

What is customer

value?

Customer value is the benefit that a customer will get from a product or service in comparison with its cost.

Purchasing energy efficient light bulbs has a customer value of saving money on electricity costs.

So, how does

marketing affect

customer value?

Is marketing only about selling?

Marketing begins in the initiation phase!

• Marketing actuates value creation and delivery.

The value chain effectively assists this process.

The following illustration is an agri-value chain; we can see how the final value of the product is affected!

Increasing value

A firm’s success largely depends upon the core business processes.

Companies nowadays outsource less critical resources and instead concentrate on the CORE

COMPETENCIES

• What are core competencies?

• How does outsourcing helps?

Core competencies make

up the essence of the

business and give a

competitive advantage!

Outsourcing relieves some

burden from the company and

lets it concentrate on 3 major

areas!

Product

design

Development

Conclusion:

• By adopting holistic marketing approach we can:

1.audit the value chain2.maximize value creation3.Improve the delivery process

Thus improve CUSTOMER VALUE!

Disclaimer:This presentation was created by Raminder Singh, Thapar University under an internship by Prof. Mathur, IIM Lucknow.

http://www.iiminternship.com/