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Value and Marketing • Increasing emphasis on putting customer at center of all marketing activities • Rather than “making sales”, create customers through providing value • Total Customer Value – bundle of benefits customers expect to receive from product • Total Customer Cost – amount customer must pay for product (money, time, energy) • Customer Delivered Value = Total Customer Value – Total Customer Cost • Customers choose the product offering the greatest delivered value • Marketing – managing the value our firm communicates and delivers to customers h:\share\rabino\information and marketing strategy.ppt 1
