AIBS

1
Amity International Business
School
MBA, Semester 1
Marketing Management
Shalini Gautam
AIBS
2
AIBS First Concept
Needs
Wants
Demands

3
AIBS Types of Needs
Stated Needs
Real Needs
Unstated Needs
Delight Needs
Secret Needs

4
AIBS
Segmentation
Targeting
Positioning

5
Second Concept
AIBS Third Concept- Customer
Perceived Value
6
Customer
Perceived Value
Total Customer
Benefit
Product
Service
Person-
nel
Image
Total Customer
Cost
Monetary
Time
Energy
Psycho-
logical
AIBS Value Equation
V=B/P
Where,
V=Value
B=Perceived Benefits Perceived Costs
P=Price
If the benefits are strong enough and valued
enough by the customers, a company
does not need to be the low-price
competitor to win customers
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AIBS Value Framework
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Selecting
the Value
Creating
the Value
Communi-
cating the
Value
Delivering
the Value
Capturing
the Value
back from
the Market
Enhancing
the Value
AIBS Other Concepts
Marketing Channels
Supply Chain
Competition
Marketing Environment
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AIBS Marketing Realities
Network Information Technology
Globalization
Deregulation
Heightened competition
Industry convergence
Retail transformation
Disintermediation
Consumer buying power
Consumer Resistance
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