Download A VALUE-DELIVERY CONCEPT OF MARKETING Marketing is the

A VALUE-DELIVERY CONCEPT OF MARKETING
Marketing is the process of
defining,
developing, and
delivering
value to customers
Why this new attempt to define marketing as
value-delivery?
1.
Customer satisfying definition does not address the question of HOW the company was
sto satisfy customer needs and achieve unique competitive advantage
2.
Managers need to consider carefully how the organization can match up its distinctive
competencies with a relatively under-served set of customer needs and offer superior
value to those customers
3.
Highlights the critical strategic importance of customer selection in defining the business
4.
Segmentation, targeting, and positioning ideas are now even more important under this
new definition
5.
The value proposition, matching up customer needs and wants with company capabilities,
become central communication device both for customers and for all members of the
organization. Focus: deliver superior value to customers
Recognizes the need to work with other partners in performing many necessary functions
and processes.
Keep strategic alliance partners informed about the target customers’ ever-changing
definition of value.
6.
7.
Considers firm’s capabilities, and its positioning relative to competitors’ product
offerings.
3 C’s of marketing strategy development:
• analysis of customers
• analysis of company
• analysis of competitors
8.
Value is created in the marketplace, not the factory.
Profit relationships:
• selling: from sales volume
• marketing: from satisfied customers
• new marketing: a measure of the value from lifelong customer relationship; stream of
revenue from a loyal business partner
Value-Delivery Marketing
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