e视人苦 a Holistic Marketing orientation and Customer value Holistic marketing addresses three key management questions Value exploration -identify new value opportunities Value creation --create more promising new value offerings Value delivery-deliver the new value offerings more efficiently 2008-3-5 Marketing Management ( UG)
2008-3-5 Marketing Management (UG) 11 A Holistic Marketing Orientation and Customer Value • Holistic marketing addresses three key management questions: – Value exploration—identify new value opportunities – Value creation—create more promising new value offerings – Value delivery—deliver the new value offerings more efficiently
e视人苦 A Holistic Marketing framework Customer Core Collaborative Network Value Cognitive Competency Resource Exploration space Value Customer Business Business Creation domain Internal Business Value lationship resource partner Delivery management management management 2008-3-5 Marketing Management ( UG)
2008-3-5 Marketing Management (UG) 12 A Holistic Marketing Framework
e视人苦 Value Exploration Company's competence space(broad versus focused scope of business and depth physical versus knowledge-based capabilities) The collaborator resource space(horizontal and vertical partnerships Customer's cognitive space(reflects existing and latent needs and includes participation stability, freedom, and change) 2008-3-5 Marketing Management ( UG)
2008-3-5 Marketing Management (UG) 13 Value Exploration • Company’s competence space (broad versus focused scope of business and depth physical versus knowledge-based capabilities). • The collaborator resource space (horizontal and vertical partnerships). • Customer’s cognitive space (reflects existing and latent needs and includes participation, stability, freedom, and change)
蛇视人 Value creation Marketer's need to Identify new customer benefits from the customers view Utilize core competencies Select and manage business partners from its collaborative networks Business realignment may be necessary to maximize core competencies (Re)defining the business concept-big idea (Re)shaping the business scope-lines of business (Re)position the companys brand identity 2008-3-5 Marketing Management ( UG)
2008-3-5 Marketing Management (UG) 14 Value Creation • Marketer’s need to: – Identify new customer benefits from the customer’s view. – Utilize core competencies. – Select and manage business partners from its collaborative networks. • Business realignment may be necessary to maximize core competencies. – (Re)defining the business concept—big idea. – (Re)shaping the business scope—lines of business. – (Re)position the company’s brand identity
e视人苦 Value Delivery-What Companies Must Become? Proficient at customer relationship management Who the customers are, and respond to different customer opportunities Internal resource management Integrate major business processes within a single family of software modules Business partnership management Allow the company to handle complex relationships with its trading partners 2008-3-5 Marketing Management ( UG) 15
2008-3-5 Marketing Management (UG) 15 Value Delivery—What Companies Must Become? • Proficient at customer relationship management. – Who the customers are, and respond to different customer opportunities. • Internal resource management. – Integrate major business processes within a single family of software modules. • Business partnership management. – Allow the company to handle complex relationships with its trading partners