1. Market-Based Management, 4th edition
Customer Analysis and Value Creation
Chapter Four

2. Customer Analysis and Value Creation
Chapter Four
Customer Value and Benefits
Value Creation
Various Types of Value
Price and Associated Costs of Purchase
Customer Analysis Tools

3. Customer Value And Benefits
What is Customer Value (CV)?
CV =Benefits – Cost
What are Customer Benefits?
How do we Create Value?
Value Creation Process
Product Benefits
Customer Value
Service Benefits
Price & Other Costs
Brand Benefits

4. Discovering Customer Benefits
Why is it important?
Methods:
A Day in the Life of a Customer
Empathic Design
Lead User Analysis
Staple Yourself to an Order
The Kano Method

5. Life Cycle Costs and Value Creation
How do we Create Customer Value?
Reduce Lifecycle Costs…Price Paid, Acquisition Costs, Usage Costs, Ownership Costs, Maintenance Costs, Disposal Costs

6. Price Performance and Value Creation
How do we quantify the performance of products?
Relative Performance
Relative Price
Relative Customer Value
Product Performance
Average Performance
Product Price
Average Price
Relative Performance – Relative Price

7. Price Performance and Value Creation

8. Customer Value and Relative Performance

9. Perceived Benefits and Value Creation
Types of Perceived Benefits
Product Benefits
Service Benefits
Brand/Company Benefits
How Do We Measure Perceived Benefits?
What is the Value of Perceived Benefits?

10. Value Of Perceived Benefits

11. Transaction Costs and Value Creation
What are Channel Intermediaries?
How do they Create Value?
Use of Space
Inventory Turnover
M&S Expenses
Quantifying Space Value and Transaction Value
Manufacturer
Products Services
Intermediary
Manufacturer
Benefits Costs

12. Conjoint Analysis and Value Drivers
4-12

13. Conjoint Analysis and Value Drivers

14. Value Drivers and Positioning

15. Customer Analysis Tools
How do we Evaluate Customer Benefits?

16. Takeaways/Review Analyzing Customers and Discovering Value
Creating Value and Associated Costs
Economic
Relative
Perceived
Emotional
Transaction
Identifying Value Drivers
Positioning to Create Value

17. Marketing Performance Tools
Lifecycle Cost Analysis

18. Marketing Performance Tools
Lifecycle Cost Analysis and Economic Value

19. Marketing Performance Tools
Customer Benefits

20. Marketing Performance Tools
Customer Benefits

21. Marketing Performance Tools
Customer Cost Total Cost of Purchase

22. Marketing Performance Tools
Customer Value and Value Map