CUSTOMER VALUE

Traditional marketing Vs. Modern marketing

Traditional Modern marketing

 Top management Customers
 Middle management Front-line people
 Front-line people Middle management
 Customers Top management
Customer Perceived Value
 CPV is the difference between the prospective
customer’s evaluation of all the benefits and all
the costs of an offering and the perceived
alternatives.
 Difference between total customer value and
total customer cost
 Total customer value:- product value, service value,
personnel value and image value
 Total customer cost:- monetary cost, time cost,
energy cost
Delivering High Customer Value
 Loyalty:- commitment to re buy or re
patronize
 Superior value preposition:-whole cluster
of benefits that the company promises to
deliver.
 Value delivery system:-all the experience
the customers will have on the way to
obtaining and using the offering.