LESSON FOUR NOTES - Dr Lau Geok Theng Associate Professor,...

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Dr Lau Geok Theng Dr Lau Geok Theng Associate Professor, Marketing Associate Professor, Marketing
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The process of obtaining an estimate of the worth in  monetary terms of the economic, technical, service and social  benefits a customer receives from a market offering which  represent competitive and sustainable advantages for the  company. - Value Assertion - Value Presumption - Resonating Value
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Expressed in $$$ terms. Focus on benefits important to customers. Represents competitive and sustainable  advantages.
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Better understanding of important customer needs. Resist price pressure from customers. Assist in accurate pricing decisions. Provide platform for sales presentation. Enhance product development efforts. Identify and kill value drains. Assess possibility of providing consultancy services or  guarantees.
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This note was uploaded on 02/29/2012 for the course MARKETING MKT 3418 taught by Professor Lau during the Spring '12 term at National University of Singapore.

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LESSON FOUR NOTES - Dr Lau Geok Theng Associate Professor,...

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