MKT 702 Lecture Notes - Lecture 2: Sales Promotion, Marketing Plan, Core Competency
Document Summary
The value-delivery process instead of emphasizing making and selling, companies now see themselves as part of a value-delivery process. The value chain tool for identifying ways to create more customer value. According to this model, every firm is a synthesis of activities performed to design, produce, market, deliver, and support its product. The firm"s task is to examine its costs and performance in each value-creating activity and to look for ways to improve it. A holistic marketing orientation and customer value integrating the value exploration, value creation, and value- delivery activities with the purpose of building long-term, mutually satisfying relationships and co- prosperity among key stakeholders. By using these approaches marketers succeed by managing a superior value chain that delivers a high level of product quality, service, and speed. Holistic marketers achieve profitable growth by expanding customer share, building customer loyalty, and capturing customer life-time value.
