Developing marketing strategies and plans

Marketing and customer value

a company can win only by fine-tuning the value delivery process and choosing , providing ,and communicating superior value.

The value delivery process

the traditional view The value creation and delivery sequence can be divided into 3 phases: 1- choosing the value ( STP) 2- providing the value 3- communicating the value EX: NIKE

The value chain

As a tool for identifying ways to create more customer value Every firm is a synthesis of activities performed to , design, produce, market, deliver and support

The value chain

The value chain identifies 9 strategically relevant activities , the primary is : in bound logistic, operations, outbound logistic, marketing, servicing . the support is : procurement, technology development, HR, infrastructure Ex: cisco

The value chain

Core business processes include :The market-sensing process The new-offering realization process The customer acquisition process The customer relationship management process The fulfillment management process

*cross-functional team

Core competencies
Traditionally, company owned and controlled . A core competency has three characteristics:1- source of competitive advantage 2- wide variety of market 3- it is difficult to imitate

Core competencies
Vigilant organizations change the weak signals to activity system Asking questions : - learning from the past - evaluating the present - envisioning the future Ex: kodak

A holistic marketing orientation and customer value