How does Marketing affect

Customer Value?

These slides are based on Chapter 2 of ‘Marketing Management’ by Kotler Keller

Task Business Deliver Customer Value Profit

Company WinFine Tuning The Value Delivery Process

Choosing, Providing & Communicating Superior Value

Marketing is all about Selling

Placing Marketing at the Beginning of Planning

The Value Delivery Process

Providing the value

Choosing the value

Communicating the value

The Value Chain

Tool for Identifying Ways to create more Customer Value

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

Support Activities

The Value Chain

Procurement

Technology Development

Human Resource Management

Firm Infrastructure

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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