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Value - PowerPoint PPT Presentation


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Value. The Concept. Why does a person buy?. Features & Applications. Problem Solving. Great Deal!. Peer Groups. Self-Image. Pester Power. Which out of these is not VALUE?. N one. Customer =. V alue M aximiser. Marketing =. V alue D elivery. ATTRACT. RETAIN. SATISFY.

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Presentation Transcript
value

Value

The Concept

why does a person buy
Why does a person buy?

Features & Applications

Problem Solving

Great Deal!

Peer Groups

Self-Image

Pester Power

customer
Customer =

Value

Maximiser

marketing
Marketing =

Value

Delivery

value delivery at each stage

ATTRACT

RETAIN

SATISFY

New Customers

New Customers

Existing Customers

Existing Customers

Value Delivery at each stage….
value delivery at each stage1
Value Delivery at each stage….
  • Value Selection
    • Ginger Hotels vs. Pringles
  • Value Creation
    • Dell Computers (Built-to-Order)
  • Value Communication
    • Defining the Value Proposition
    • Communicating

ATTRACT

New Customers

value communication

BASED on PERCEPTION

Value Communication

TCB TCC

  • Product Value
  • Image Value
  • Services Value
  • Personnel Value
  • Monetary Cost
  • Time Cost
  • Energy Cost
  • Psychic Cost

CPV

=

---

value delivery at each stage2
Value Delivery at each stage….

SATISFY

  • Expectations (Advt. / WOM / Exp.)
  • Perceived Performance (Hype)
  • Value Delivery

New Customers

Existing Customers

value delivery at each stage3

Delighted

Loyal +ve WOM

+

Value Delivered

Satisfied

Repeat Vulnerable to Comp.

+ / -

-

Disappointed

Lapse -ve WOM

Value Delivery at each stage….

RETAIN

Existing Customers

value enhancement

BASED on PERCEPTION

Value Enhancement

TCB TCC

  • More Benefits
  • Brand Building
  • Easy Access to Prod.
  • Better Service Support
  • Lower Price
  • Quick Billing
  • Home Delivery
  • Money Back Offer

CPV

=

---