Professional Documents
Culture Documents
Determinants of Customer
Delivered Value
Image
Image value
value
Personnel
Personnel value
value Total
Total
customer
customer
Services
Services value
value value
value
Product
Product value
value Customer
Customer
delivered
delivered
Monetary
Monetary cost
cost value
value
Time
Time cost
cost Total
Total
customer
customer
Energy
Energy cost
cost cost
cost
Psychic
Psychic cost
cost
2000 Prentice Hall
Defining the Problem & Research
Objectives
Sheds
Shedslight
lighton
onproblem
problem--
Exploratory suggest
suggestsolutions
solutionsor
or
Research new
newideas.
ideas.
Descriptive
Research Ascertain
Ascertainmagnitudes.
magnitudes.
Test
Testcause-
cause-and-effect
and-effect
Causal relationships.
relationships.
Research Tests
Testshypotheses
hypothesesaboutaboutcause-
cause-
and-effect
and-effectrelationships.
relationships.
2000 Prentice Hall
Research Approaches
Observational
Observational
Focus-group
Focus-group
Survey
Survey
Behavioral
Behavioral
Experimental
Experimental
2000 Prentice Hall
Secondary-Data Sources
InternalSources
Government Publications
Periodicals and Books
Commercial Data
On-Line
Associations
Business Information
Defining
Defining the
the Developing
problem
problem and
and Developing Collect
Collect the
the
research the
the research
research information
research plan
plan information
objectives
objectives
Present
Present the
the Analyze
Analyze the
the
findings
findings information
information
Is scientific
Is creative
Uses multiple methods
Realizes the interdependence of models
& data
Acknowledges the cost & value of
information
Maintains healthy skepticism
Is ethical
2000 Prentice Hall
Demand
Company
Demand
Market
Demand
TotalMarket Potential
Area Market Potential
Industry Sales
Market Share
Creaminess
Creaminess
Sweetness Sweetness Sweetness
2000 Prentice Hall
Market-Segmentation
Procedure
Survey
Motivations
Attitudes
Behavior
Analysis
Factors
Clusters
Profiling
Psychographic
Lifestyle or Personality
Behavioral
Occasions, Benefits,
Uses, or Attitudes
Substantial
Substantial Segments must be large or
profitable enough to serve.
Segments can be
Accessible
Accessible effectively reached and
served.
Large
computers
Mid-size
computers
Personal
computers
Company A
2000 Prentice Hall Company B Company C
2000 Prentice Hall
Objectives
IdentifyDifferentiating Attributes
Choosing & Communicating Effective
Positioning
Marketing Strategies Along the Product
Life Cycle
Marketing Strategy & Market Evolution
Conform-
Fea- Perfor-
Form Quality ance
tures mance
Quality
Ordering
Ordering Customer
Customer
Installation
Installation
Miscellaneous
Ease
Ease Consulting
Consulting
Services
Customer Maintenance
Customer Maintenance
Delivery
Delivery Training
Training &&Repair
Repair
Media Atmosphere
Symbols
Events
Profitable
Profitable Distinctive
Distinctive
Differences Worth
Establishing
Affordable
Affordable Superior
Superior
Preemptive
Preemptive
Emergence
Growth
Maturity
Decline
Time
2000 Prentice Hall
Four Introductory
Marketing Strategies
Promotion
High Low
Rapid-
Rapid- Slow-
Slow-
High skimming skimming
skimming skimming
strategy
strategy strategy
strategy
Price
Rapid-
Rapid- Slow-
Slow-
Low penetration
penetration penetration
penetration
strategy
strategy strategy
strategy
2000 Prentice Hall
The Business as a System
Quality is the
totality of features
#1 and characteristics
of a product or
service that bear on
its ability to satisfy
stated or implied
needs.
Suspects
First-time Repeat
Prospects customers customers
Clients Advocates Partners
Disqualified
prospects Inactive or
ex-customers
Medium
number of Proactive Accountable Reactive
customers/
distributors
Few
customers/ Partnership Proactive Accountable
distributors
2000 Prentice Hall
Levi Strauss
Value-Delivery Network