Customer Value Marketing
EXECUTIVE SUMMARY
This report based on the study of “Customer Value Marketing” starts with introduction section. We have mentioned the contents of the study in objectives of the report section.
The methodology section deals with the means of preparation of this report and the processes that we have followed.
Then the report describes the theoretical aspects of the study in the literature review. This section mainly consists of brief description about different important topics about customer value marketing.
Finally in the last section, the report is concluded with findings, bibliography and appendix over the topic. The appendix section contains some International Journals on Customer value marketing.
INTRODUCTION
Today’s marketing process is highly customer focused. It is all about creating customer value and building profitable customer relationship. Customers are at the center of marketing process. The main theme of marketing is to create customer value and to capture value from customers in return. The goal of every marketer is to create more value for customers. Customers usually face a broad array of products and services that might satisfy a given need. Among these products or services, customers have to choose the products that give them optimum value and satisfaction. That is why creating customer value is considered to be the most important task to be performed by marketing today. The marketers do it through “customer value delivery system”, a system which is made up of the value chains of a company and its suppliers, distributors and ultimately its customers who work together to deliver value to customers. To deliver superior value to customers the marketers have to design a customer driven marketing strategy. The proper implementation of this strategy will give customers a perceived value, therefore, satisfaction. While buying a product or service, a customer is buying satisfaction. Highest value is derived when a customer
This report based on the study of “Customer Value Marketing” starts with introduction section. We have mentioned the contents of the study in objectives of the report section.
The methodology section deals with the means of preparation of this report and the processes that we have followed.
Then the report describes the theoretical aspects of the study in the literature review. This section mainly consists of brief description about different important topics about customer value marketing.
Finally in the last section, the report is concluded with findings, bibliography and appendix over the topic. The appendix section contains some International Journals on Customer value marketing.
INTRODUCTION
Today’s marketing process is highly customer focused. It is all about creating customer value and building profitable customer relationship. Customers are at the center of marketing process. The main theme of marketing is to create customer value and to capture value from customers in return. The goal of every marketer is to create more value for customers. Customers usually face a broad array of products and services that might satisfy a given need. Among these products or services, customers have to choose the products that give them optimum value and satisfaction. That is why creating customer value is considered to be the most important task to be performed by marketing today. The marketers do it through “customer value delivery system”, a system which is made up of the value chains of a company and its suppliers, distributors and ultimately its customers who work together to deliver value to customers. To deliver superior value to customers the marketers have to design a customer driven marketing strategy. The proper implementation of this strategy will give customers a perceived value, therefore, satisfaction. While buying a product or service, a customer is buying satisfaction. Highest value is derived when a customer
Bibliography: 1. Komulainen Hanna; Mainela Tuija; Tahtinen Jaana; Ulkuniemi Pauliina (2004) “Exploring Customer Perceived value in a Technology Intensive Service Innovation”, volume 20, page 27. 2. Ravald Annika; Gronroos Christian, (1996),”The Value Concept and Relationship Marketing”, volume 30, page 12. 3. Lia Chia Chi;(2003) “The role of Customer perceived value in Generating Customer Satisfaction: An E-business perspective” volume 5, page 15. 4. Lam Shun Yin; Shankar Venkatesh; Erramilli and Murthy; Krishna Bvsan, (2004), ”Customer value, Satisfaction, Loyalty and Switching cost: An illustration from a Business to Business Service Context”, volume 32, page 20. 5. Rajagopal, (2006), “Brand value, Preferences and Customer value effect of Non-conventional utility products: An experimental analysis in Mexican market”, page 23. Weinstein Art and Abratt Russel(2009) “Marketing Intelligence & Planning” Volume 27 No. 5 page 19, 2009 6. 7. Andreassen Tor Wallin (1997) “The International Journal of Service Industry Management”, volume. 8, No 4, Page 33 Anderson James C. Jain Dipak C. & Chintagunta Pradeep K.(1993), “Journal of Business to Business Marketing”Volume 1(1) , Page 29 Pfeifer Phillip E., Haskins Mark E Zhang Jason Q. , Dixit Ashutosh and Friedmann Roberto (2010), “Journal of Marketing Theory and Practice” Volume 18 no. 2, Page 13 7.