Transcript Document
Chapter 2 Value and the Consumer Behavior Value Framework © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 1 Learning Outcomes • • • Describe the consumer value framework, including its basic components Define consumer value and compare and contrast two key types of value Apply the concepts of marketing strategy and marketing tactics to describe the way firms go about creating value for consumers © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 2 Learning Outcomes • • • Explain the way market characteristics like market segmentation and product differentiation affect marketing strategy Analyze consumer markets using elementary perceptual maps Justify consumers’ lifetime value as an effective focus for long-term business success © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 3 The Consumer Value Framework (CVF) • Represents consumer behavior theory illustrating factors that shape consumptionrelated behaviors – Ultimately determine the value associated with consumption © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 4 Value and the CVF Components • Relationship quality – Customer relationship management • Internal influences – The psychology of the consumer • Cognition • Affect – The personality of the consumer • Individual differences © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Value and the CVF Components • External influences – Social environment – Situational influences © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Value • Personal assessment of the net worth obtained from an activity – Utilitarian value - Derived from a product that helps the consumer solve problems and accomplish tasks that are a part of being a consumer – Hedonic value - The immediate gratification that comes from experiencing some activity © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Marketing Strategy • Marketing Myopia - a condition in which a company views itself competing in a product business rather than in a value, or benefits producing, business • Marketing Tactics - Involve price, promotion, product, and distribution decisions © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Total Value Concept • Augmented product - The original product plus the extra things needed to increase the value from consumption – Every product’s value is made up of the basic benefits, plus the augmented product, plus the “feel” benefits © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Value Is Co-Created • Value co-creation is the realization that a consumer is necessary and must pay a part in order to produce value © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Market Segmentation and Product Differentiation • Market segmentation - The separation of a market into groups based on different demand curves associated with each group • Product differentiation - A marketplace condition in which consumers do not view all competing products as identical to one another © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. A Perceptual Map • Used to depict graphically the positioning of competing products • A blue ocean strategy seeks to position a firm far away from competitors – When successful, the firm creates an industry of its own and at least for a time, isolates itself from competitors © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Customer Lifetime Value (CLV) • Represents the approximate worth of a customer to a company in economic terms CLV = npv(sales-costs) + npv(equity) © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.