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Ch3 understanding marketing

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  • J. K. Sharma
  • Transcript

    • 1.
      • CHAPTER THREE
      • Understanding Marketing as Creating, Communicating, and Delivering Value
    • 2. The Value Framework Chapter 3: Understanding Marketing as Creating, Communicating, and Delivering Value
    • 3.
        • The framework is not a mere tool or technique, it represents a point of view about business.
        • The fortunes of the firm as a whole (not of marketing alone) hinges on the framework.
        • The entire strategy/value delivery system of the firm rests on the framework.
        • The firm’s capability for competing in the marketplace is embedded in the framework.
        • The framework- a corporate level concern/top management responsibility.
            • Why then is the framework bracketed with marketing.
        • The framework expects marketing to be cross-functional.
      The Value Framework Chapter 3: Understanding Marketing as Creating, Communicating, and Delivering Value
    • 4. Constituents of the Value Framework Chapter 3: Understanding Marketing as Creating, Communicating, and Delivering Value
    • 5. Constituents of the Value Framework
      • Capturing Value Back for the Firm from the Market
        • Value Pricing- ‘offer value and capture value’ the dictum.
        • Offer Value and Capture Value, Bharti Telecom (Airtel).
        • Sachet marketing too an example of ‘offer value and capture value’.
      • Communicating the Value
        • Working out a value proposition.
        • Communicating the value proposition.
      Chapter 3: Understanding Marketing as Creating, Communicating, and Delivering Value
    • 6.
      • Enhancing the Value
        • A firm needs to direct its attention to both breakthrough innovations as well as incremental value addition.
      Constituents of the Value Framework Co-Creation of Value Along with Customers Chapter 3: Understanding Marketing as Creating, Communicating, and Delivering Value
    • 7.
      • Market to be Seen as a Forum for Co-Creating Value
        • Traditional ideas have to change.
        • Shift in treating consumers – from passive audience to co-creators.
      Chapter 3: Understanding Marketing as Creating, Communicating, and Delivering Value Co-Creation of Value Along with Customers