1. 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