MKTG 649 CHAPTER 2 NOTES

MKTG 649 CHAPTER 2 NOTES - CHAPTER 2 Phases of Value...

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CHAPTER 2 Phases of Value Creation and Delivery Choosing the Value Providing the Value Communicating the Value Characteristics of Core Competencies A source of competitive advantage Applications in a wide variety of markets Difficult to imitate Maximizing Core Competencies (Re)define the business concept (Re)shaping the business scope (Re)positioning the company’s brand identity What is Holistic Marketing? Holistic marketing  sees itself as 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. Stakeholder concept has emerged that management now has to be a  good working citizen in the area it works Questions to Address in Holistic Marketing What value opportunities are available? How can we create new value offerings efficiently? How can you make customers pay more?
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How can we deliver the new offerings efficiently? The Strategic Planning, Implementation, and Control Processes
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MKTG 649 CHAPTER 2 NOTES - CHAPTER 2 Phases of Value...

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