1 / 12

Value & The Consumer Value Framework

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

Download Presentation

Value & The Consumer Value Framework

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Value & The Consumer Value Framework Chapter 2

  2. Consumer Value Framework • Consumer Value Framework • What is it? • See slide • Relationship Marketing/Management • Relationship quality

  3. Consumer Value Framework • Internal Influences • AKA Psychological • External Influences • Social & Situational • Decision-making Process

  4. Source: http://business.latech.edu/~bbabin/MKT530/CVF.jpg

  5. 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

  6. Utilitarian v. Hedonic Value • Utilitarian Value • What is it? • Examples: • Hedonic Value • What is it? • Examples: Source: http://www.southlaketahoe.com

  7. Marketing Strategy & Value • Strategy • “Planned way of doing something” • Marketing Strategy • Corporate • Business unit • Department/Functional

  8. Marketing Strategy & Value • Total Value Concept • Looks at EVERYTHING • Augmented Product • Ferrari • Benefits: • Costs: Source: http://www.gothamdreamcars.com

  9. Market Characteristics • Target Markets • Market Segmentation • Types of segmentation • Product differentiation

  10. Product Positioning • Product positioning • Perceptual map • Ideal points Source: http://www.wikipedia.org

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

More Related