Ch3 understanding marketing (1)

  • 269 views
Uploaded on

 

More in: Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
269
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
11
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide
  • 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