The document discusses how marketing affects customer value through the value delivery process. It describes the key phases of value delivery as assessing market opportunities and customer needs, choosing target segments and positioning, designing offerings and pricing, distributing products, and communicating value. It also outlines the core business processes that winning companies use to manage relationships with customers, develop new offerings, and acquire and retain customers. These processes help companies efficiently explore new opportunities, create valuable offerings, and deliver value to customers.

1. HOW DOES MARKETING
AFFECT CUSTOMER
VALUE?

2. THE VALUE DELIVERY PROCESS
 THE SMART COMPETITOR MUST DESIGN AND DELIVER OFFERINGS FOR WELL
DEFINED TARGET MARKETS.
 INSTEAD OF EMPHASIZING MAKING AND SELLING,COMPANIES NOW SEE
THEMSELVES AS A PART OF A VALUE CREATION AND DELIVERY SYSTEM.

3.  ASSESSING MARKET OPPORTUNITIES AND CUSTOMER VALUE –ENVIRONMENT
SCANNING AND ASSESSING NEEDS OF THE CUSTOMER.
 CHOOSING VALUES- DECISIONS OF SEGMENTING, TARGETING AND
POSITIONING.
 DESIGNING VALUES- DECISIONS INVOLVING NEW OFFERINGS, PRODUCT
STRATEGY AND PRICING.
 DELIVERING VALUE- DISTRIBUTION AND ACCESS.
 COMMUNICATING VALUE- THROUGH INTEGRATING MARKETING
COMMUNICATION.
PHASES OF VALUE DELIVERY PROCESS

4. THE CHAIN VALUE
IT CONSISTS OF THE ACTIVITIES PERFORMED TO DESIGN , PRODUCE, MARKET,
DELIVER AND SUPPORT A PRODUCT.
 INBOUND LOGISTICS
 OPERATIONS
 OUTBOUND LOGISTICS
 MARKETING
 SERVICE
PRIMARY ACTIVITIES

5.  PROCUREMENT
 TECHNONOLOGY DEVELOPMENT
 HUMAN RESOURCE MANAGEMENT
 FIRM INFRASTUCTURE
MANAGERS ESTIMATE COMPETITORS COSTS AND PERFORMANCES AS A BENCHMARK
AGAINST WHICH TO COMPARE THEIR OWN.
SUPPORT ACTIVITIES

6. CORE BUSINESS PROCESSES
 THE MARKET SENSING PROCESS- GATHERING INORMATION ABOUTY THE
MARKET.
 THE NEW OFFERING REALIZATION PROCESS- RESEARCHING , DEVELOPING A
NEW OFFERING.
 THE CUSTOMER ACQUISITION PROCESS- DEFINING TARGET MARKETS AND
PROSPECTING NEW CUSTOMERS.
 THE CUSTOMER RELATIONSHIP MANAGEMENT PROCESS- BUILDING DEEPER
UNDERSTANDING AND RELATIONSHIP WITH CUSTOMERS.
 THE FULFILLMENT MANAGEMENT PROCESS- RECEIVING AND APPROVING
ORDERS.
WINNING COMPANIES MANAGE CORE BUSINESS PROCESSES THROUGH CROSS-
FUNCTIONAL TEAMS.

7. CORE COMPETENCIES
A C ORE COMPETENCY HAS THREE CHARACTERISTICS
 IT IS A SOURCE OF COMPETITIVE ADVANTAGE AND MAKES A SIGNIFICANT
CONTRIBUTION TO PERCEIVED CUSTOMER BENEFITS.
 IT HAS APPLICATIONS IN A WIDE VARIETY OF MARKET.
 IT IS DIFFICULT FOR COMPETITORS TO IMITATE.

8. A HOLISTIC MARKETING ORIENTATION
AND CUSTOMER VALUE
 VALUE EXPLORATION- HOW A COMPANY IDENTIFIES NEW OPPORTUNITIES.
 VALUE CREATION – HOW A COMPANY EFFICIENTLY CREATES MORE PROMISING
VALUE OFFERINGS.
 VALUE DELIVERY- HOW A COMPANY USES ITS CAPABILITIES AND
INFRASTRUCTURE TO DELIVER THE NEW VALUE OFFERNG EFFICIENTLY.

9. CENTRAL ROLE OF STRATEGIC PLANNING
MARKETERS MUST GIVE PRIORITY TO THE STRATEGIC PLANNING IN THREE KEY
AREAS :
 MANAGING A COMPANY’S BUSINESSES AS AN INVESTMENT PORTFOLIO.
 ASSESSING EACH BUSINESS’S STRENGTHBY CONSIDERING THE MARKET’S
GROWTH RATE AND THE COMPANY’S POSITION.
 ESTABLISHING A STRATEGY.