h:\share\rabino\information and marketing strategy.ppt Value and Marketing Increasing emphasis on putting customer at center of all marketing activities Rather than “making sales”, create customers through providing value Total Customer Value – bundle of benefits customers expect to receive from product Total Customer Cost – amount customer must pay for product (money, time, energy) Customer Delivered Value = Total Customer Value – Total Customer Cost Customers choose the product offering the greatest delivered value Marketing – managing the value our firm communicates and delivers to customers h:\share\rabino\information and marketing strategy.ppt