VALUE- A

MERKETING
PERSPECTIVE
UNSCHOOL
What is value?

 Behind the jargon

 Value and long term well being and sustainability
 Tangible and Intangible Value
 Business Values
 Shareholder Value
 Customer Value
 Employee Knowledge
 Channel partner Value
CREATING VALUE
SETTING PRODUCT STRATEGY

 Product- most important element of the mix

 Five levels of the product -Core benefit, Basic Product, Expected Product,
Augmented Product, Potential Product
 Types of Products- durable, non-durable, services
 Product Design
 Packaging
 Product Mix
DESIGNING AND MANAGING
SERVICES
 Service- intangible, without ownership, inseparable, variable and perishable
 Difference between product and service marketing
 Internal and external marketing
 Superior Service Delivery
 Postpurchase Service
INTRODUCING NEW MARKET
OFFERINGS
 Segmentation, Targeting, Positioning
 Effective Organisation for managing development process
 Eight stages of New Product Development
 Customer Adoption Process
DEVELOPING PRICING STRATEGIES
AND PROGRAMS
 Importance of Price in the Marketing Mix
 Six step Pricing strategy
 Strategies-
 Geographical pricing
 Price discounts and allowances
 Promotional pricing
 Discriminatory pricing
 Competitive pricing
COMMUNICATING
VALUE
COMMUNICATING VALUE

 Designing and Managing Integrating Marketing Communications

 Managing Mass Couumincations
 Advertising
 Sales Promotions
 Events and Experiences
 Public Relations
 Digital Communications
 Online
 Social Media
 Mobile
COMMUNICATING VALUE

 Personal Communication- word of mouth

 Direct mail, catalog marketing, telemarketing
 Sales Force
 Designing
 Compensation
 Motivation

 Principle of Personal Selling

DELIVERING
VALUE
Integrated Marketing Channels

 Networks
 Channels
 Conflict and Cooperation
 Managing retailing, wholesaling and logistics
THANK YOU