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Value & The Consumer Value Framework. Chapter 2. Consumer Value Framework. Consumer Value Framework What is it? See slide Relationship Marketing/Management Relationship quality. Consumer Value Framework. Internal Influences AKA Psychological External Influences Social & Situational

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consumer value framework
Consumer Value Framework
  • Consumer Value Framework
    • What is it?
      • See slide
  • Relationship Marketing/Management
    • Relationship quality
consumer value framework1
Consumer Value Framework
  • Internal Influences
    • AKA Psychological
  • External Influences
    • Social & Situational
  • Decision-making Process
value
Value
  • Definition
  • Can vary, depending on product
    • Value of fast food:
    • Value of Wal-mart:
  • Value = Benefits – Costs
    • Benefits
    • Costs

Source: http://latimesblogs.latimes.com

utilitarian v hedonic value
Utilitarian v. Hedonic Value
  • Utilitarian Value
    • What is it?
    • Examples:
  • Hedonic Value
    • What is it?
    • Examples:

Source: http://www.southlaketahoe.com

marketing strategy value
Marketing Strategy & Value
  • Strategy
    • “Planned way of doing something”
  • Marketing Strategy
    • Corporate
    • Business unit
    • Department/Functional
marketing strategy value1
Marketing Strategy & Value
  • Total Value Concept
    • Looks at EVERYTHING
    • Augmented Product
  • Ferrari
    • Benefits:
    • Costs:

Source: http://www.gothamdreamcars.com

market characteristics
Market Characteristics
  • Target Markets
  • Market Segmentation
    • Types of segmentation
    • Product differentiation
product positioning
Product Positioning
  • Product positioning
    • Perceptual map
    • Ideal points

Source: http://www.wikipedia.org

customer lifetime value
Customer Lifetime Value
  • If you are close to ideal, you provide value!!
  • Customer Lifetime Value
  • 80/20 rule