Description
Value-Based Marketing for Bottom-Line Success unveils a practical five-step model - a pentadigm - for discovering what your customers value and then creating and managing a top-to-bottom organizational value-delivery strategy. Based on more than twenty years of hands-on experience and analysis, this down-to-earth model will help you discover and quantify your customers' wants and needs; commit to the most important things that will impact your customers; create customer value that is meaningful and understandable; assess how you did at creating true customer value; and improve your value package to keep your customers coming back.More than just a one-time, Band-Aid approach, the model outlined in this guidebook shows you not only how to implement value-based processes and improvements but how to evaluate and validate new ideas and approaches. In-depth analyses - along with real-life examples from Dell Computer, Southwest Airlines, GE, Dow Corning, and other acknowledged customer-value pioneers - allow you to discover and absorb the entire pentadigm model based on actual cases or to review specific issues and problem areas that are most relevant to your business and for which you currently face the greatest challenges and concerns.
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To be successful in today’s marketplace, a company must integrate its traditional business functions to provide superior value to targeted customers. This means creating an offering that echoes in the customers’ consciousness as a great deal for them. Why? Because the value provided serves customers best interests. In so doing, a business succeeds, attracts new customers, and is able to continually improve the value offered to existing customers. Value Based Marketing for Bottom Line Success provides a 5-step model and critical tools necessary for creating and managing a successful Value Delivery marketing strategy. Customers buy value, not product or features. They buy from the company that provides the most value. And they buy what’s in their best interest. Consequently, the secret to customer retention and growing value relationships with customers is to always make it in their best interest to do business with you by providing the best value in the marketplace. Value Based Marketing for Bottom Line Success: 5 Steps to Creating Competitive Value offers a Value Creation and Delivery process which will help a company to compete profitably in its marketplace by: 1) identifying the value expectations of target customers; 2) selecting the values on which it wants to compete; 3) analyzing the ability within the organization to deliver that value; 4) communicating the value & selling the value message; 5) delivering the value promised & improving the company’s value model.A value-focused strategy, by definition, isn’t a mass marketing strategy; it’s a targeted laser strategy directed at chosen value segments that are profitable for the supplier. This text offers a customer value creation model, which shows how to create and sustain competitive advantage while delivering customer value and offers a method for quantifying customer lifetime value (CLV), which enables a company to identify which customer value segments it should target.
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