How does marketing affect customer value - Shashank Motepalli

How does Marketing

affect customer value?

Marketing and Customer Values

covers:• The Value Delivery Process• The Value Chain• Core Competencies• A Holistic Marketing Organisation

affect• The Central Role of Strategic

Planning

Value and Delivery Process

Instead of buying and selling, companies see themselves as part of Value Creation and Delivery process which include:• Assessing Market

Opportunities and Customer Value.

• Choosing Value• Designing Value

• Delivering Value• Communicating

Value• Be grown and

sustained by Globalization and Holistic Marketing Organisation

The Value Chain

“Value Chain is a tool for identifying ways to create more customer value”

Prof. Michael E. Porter

Set the Competitor Costs and Performance as ‘BENCHMARKS’

Core Competencies

To maximize Core Competencies, try Business Realignment :

i. (Re)Defining Business Concept

ii. (Re) Shaping the Business scope

iii.(Re) Positioning company’s brand identity

A Holistic Marketing Organisation

Value Exploration

Value Creation

Value Delivery

The Central Role of Strategic Planning

Successful Companies

Successful Marketing Infrastructure

All Departments are sensitized to importance of Companies

Organisation Levels:

1.Corporate

2.Division

3.Business Unit

4.Product

“Bible to Marketing

Management”

-Prof.Sameer Mathur

A Shashank Motepalli Presentation

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