Customer Value Marketing

In this modern society, marketers have a desire to build a customer driven marketing strategy, in a view to creating lasting customer relationships, to do this they can use one of the five marketing management philosophies which consist of production, product, selling, marketing and societal, and finally marketing concept. The suitableness of these philosophies depends on the nature of the business and its target market. This report will discuss each of these philosophies for a particular product, with comparisons.

Customer Value is ‘the performance characteristics, features and attributes, and any other aspects of goods and which customers are willing to give up resources’ (Robbins, Bergman, Stagg and Coulter, 2012). This broad definition highlights the fact that there are multiple aspects that contribute to create a sense of value within the customer.

Before i go further let me touch on a brief introduction on customer value, customer value can be defined as the difference between what a customer gets from a product and what he or

The new model is customer lifetime value. This customer -centric strategy holds tremendous implications for managing customers for profitability. By understanding the principals, optimizing the use of databases, implementing best industry practices, and deploying the right marketing tools, you can make significant changes that will maximize your

The basic requirements for operation managements is understanding of the customers’ needs and satisfied them, and use fewer resources to maximise the efficiency and effective of the company’s productivity. Therefore two typical Australia companies have been shown blew. One is the largest Australian supermarket, Woolworths Limited, and another one is the largest airline company in Australia, Qantas Limited.

Marketing is a management function which involves creating, communicating and delivering value for an organisation’s customers (Kotler, Brown, Burton, Deans & Armstrong (2010). Although many earlier academics define marketing as merely a process of satisfying customer needs in order to gain profits, more recent developments of the definition include its inherent connection with delivering superior value to customers in order to maintain ongoing relationships (Webster, 1992).

Customer value essentially is the perceived benefits concluded by the customer, derived from obtaining the product held up against the sacrifices being made to acquire the product (Weinstein, 2012). Organisations creating value, furthermore customer value is progressively being seen as a fresh and up to date source of competitive advantage (Woodruff, 1997). Because of this, the creation of customer value is an incredibly significant central concept within marketing (Patterson & Spreng, 1997). However there is not one single agreed upon definition that may be used for customer value, as well as no distinct definitive theory or framework used to emphasize customer value (Weinstein, 2012). Adopting the way in which organisations are able to create value, Smith and Colgate (2007), have developed an innovative framework where four types of value created merely by the organisation are acknowledged - these being functional/instrumental value, experiential/hedonic value, symbolic/expressive value and cost/sacrifice value.

This chapter discusses the value of a customer. It indicates that customers have different and distinctive actual values, potential values, which lead to their lifetime values. It is important that a company understand first, and foremost that the only reason that they are able to make a profit is because of their customer base. However, it is also important to realize the cost to serve a customer and to know how much value they bring to your business and if in fact they cost the company more to serve them then they spend.

This report aims to find out the relationship between customer value and marketing. In particular, it focuses on the necessity of marketing and the composition of customer value, research on the connection between these two concepts. In particular, it indicates four elements of a market, which are price, place, products, and promotion (4Ps). The other vital part of a market is customer value, it has been divided into instrumental value, hedonic value, expressive value and cost value. Customer value and marketing connect to each other through the supplier help people do better- buying decision and improve products through the customer value.

ANSWER:MARKETING AND CUSTOMER VALUE Marketing involves satisfying consumers’ needs and wants. The task of any business is to deliver customer value at a profit.

Customer value is everything to a business. It is the center and the cornerstone of a business. Moreover, the business should live to generate value to its customer base. The school of thought is that the customer value is only bringing revenue to a business. Hence, a customer value to a business is defined by how much money that customer spends in the business. It is not an argument that this view is perceived like that across the aisle. With that being said, customers and businesses feel the same way at some point.

Earlier there was a sellers market, since goods and services were in short supply and the seller use to call the shots. But, ever since the advent of the era of globalization, there has been total transformation in the way the customer being perceived. Today, marketers are directing their efforts in retaining the customer base. Their focus has shifted towards integrating the three elements people, service and

A well-defined customer communication strategy needs to incorporate the various aspects. Among them are the product, nature of the market, preferences of the customer and growth and development realized in the market (Conference & Khosrow-Pour, 2004). This paper presents the best practices in value communication in a company.

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.

The process of communicating the value of a product or service to customers, for the main purpose of selling that product or service is known as marketing. The science of choosing target markets through market segmentation and analysis, and understanding consumer behavior while providing superior customer value to the customers is termed as Marketing Management. It can be looked at as one of the most important of the organizational functions and a set of processes for creating, communicating and delivering the value to their customers or potential customers, and a customer relationship management that benefits the organization in a variety of ways.