1. Value Delivery Sequence
Choose the
Value
Provide the
Value
Communicate the
Value
Sourcing and
Marketing
Distribution
Service
Product/Service
Development
(Benefits/Price vs.
Value Positioning
Competition)
Application
Engineering
Needed Assessment
Customer Value
Promotion PR
Select Targets
Advertising
Pricing
Selling
Notes:
Value = Benefit – price
Benefit = Attribute(s) desirable to customer to customer (in customer’s eyes)
Price = Total costs to customer (as perceived by customer)
Superior perceived value = customer believes buying/using the product or
service gives a net value superior (more positive) than alternative’s value
h:\share\rabino\information and marketing strategy.ppt