Value & The Consumer Value Framework Chapter 2. Consumer Value Framework Consumer Value Framework...
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Transcript of Value & The Consumer Value Framework Chapter 2. Consumer Value Framework Consumer Value Framework...
Value & The Consumer Value & The Consumer Value FrameworkValue Framework
Chapter 2Chapter 2
Consumer Value FrameworkConsumer Value Framework
Consumer Value FrameworkConsumer Value Framework What is it?What is it?
See slideSee slide
Relationship Marketing/ManagementRelationship Marketing/Management Relationship qualityRelationship quality
Consumer Value FrameworkConsumer Value Framework
Internal InfluencesInternal Influences AKA PsychologicalAKA Psychological
External InfluencesExternal Influences Social & SituationalSocial & Situational
Decision-making ProcessDecision-making Process
Source: http://business.latech.edu/~bbabin/MKT530/CVF.jpg
ValueValue
DefinitionDefinition Can vary, depending on Can vary, depending on
productproduct Value of fast food:Value of fast food: Value of Wal-mart:Value of Wal-mart:
Value = Benefits – CostsValue = Benefits – Costs BenefitsBenefits CostsCosts
Source: http://latimesblogs.latimes.com
Utilitarian v. Hedonic ValueUtilitarian v. Hedonic Value
Utilitarian ValueUtilitarian Value What is it?What is it? Examples:Examples:
Hedonic ValueHedonic Value What is it?What is it? Examples: Examples:
Source: http://www.southlaketahoe.com
Marketing Strategy & ValueMarketing Strategy & Value
StrategyStrategy ““Planned way of doing something”Planned way of doing something”
Marketing StrategyMarketing Strategy CorporateCorporate Business unitBusiness unit Department/FunctionalDepartment/Functional
Marketing Strategy & ValueMarketing Strategy & Value
Total Value ConceptTotal Value Concept Looks at Looks at EVERYTHINGEVERYTHING Augmented ProductAugmented Product
FerrariFerrari Benefits:Benefits:
Costs: Costs:
Source: http://www.gothamdreamcars.com
Market CharacteristicsMarket Characteristics
Target MarketsTarget Markets
Market SegmentationMarket Segmentation Types of segmentationTypes of segmentation
Product differentiationProduct differentiation
Product PositioningProduct Positioning
Product positioningProduct positioning Perceptual mapPerceptual map Ideal pointsIdeal points
Source: http://www.wikipedia.org
Customer Lifetime ValueCustomer Lifetime Value
If you are close to ideal, you provide value!!If you are close to ideal, you provide value!!
Customer Lifetime ValueCustomer Lifetime Value
80/20 rule80/20 rule