How To Create Value For Customers: Performance & Price Value

This is a first of two segments of the course and explains the four main reasons on why companies are focusing on customers. The evolution of Marketing practice and philosophy is reviewed with its transition from Product-centric to Competition-centric to Customer-centric marketing, specifically exploring the strategic advantage of customer centric marketing. The twin requirements of becoming the customer’s choice is discussed with what product offering is matched to how customer service is delivered. However the key question and definition further described is Who is a customer and what roles s(he) plays? Performance value and Price value are alluded to in this segment.