"How does marketing affects customer value ?" Helps to capture Value creation, value chain, core business process etc. MARKETING MANAGEMENT: A SOUTH ASIAN PERSPECTIVE BY-PHILIP KOTLER (14 EDITION)__ CHAPTER 2[DEVELOPING MARKETING STRATEGIES AND PLANS] DISCLAIMER These slides were created by AJEET KUMAR, as part of an internship done under the guidance of Prof. Sameer Mathur (www.IIMInternship.com) Presentation By: AJEET KUMAR

2. The task of any business
is to deliver customer
value at a profit

3. is the satisfaction
a consumer feels after making
a purchase for goods or services
relative to what she must give
up to receive them.

4. PHASE OF VALUE CREATION
Assessing market opportunities
Choosing value
Designing value
Delivering value
Communicating value

6. The VALUE CHAIN as a tool
for identify ways to create more
customer value.

7. Easy to understand value chain

8. CORE BUSINESS PROCESS
Market Sensing
New offer realization
Customer relationship management
Fulfillment management

9. CORE
COMPETENCIES

10. Source of competitive advantage
Application in wide variety of market
Difficult to imitate

11. MAXIMIZE CORE
COMETENCIES

12. (Re) Define the business
“big idea“

13. (Re) Shape the business
scope

14. (Re) Position the brand identity

16. Integrating the value exploration,
value creation, and value delivery activities
with the purpose of building long term,
mutual relationship and co-prosperity
among key stakeholder.
HOLISTIC MARKETING

17. is an organization's process of
defining its , or direction, and making decisions on
allocating its resources to pursue this . It may also extend
to control mechanisms for guiding the implementation of the
.

19. Customer value
Value chain
Core Competencies
Holistic marketing and Customer value
Strategic Planning

20. CREDIT
Philips kotler
Marketing Management : a south Asian perspective
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


Prof. Sameer Mathur IIM-L
Marketing Management : DR. Ajeet Kumar Shukla
Slideshare.net

21. PRESENTATION BY
B. COM, MAHATMA GANDHI KASHI VIDYAPITH
VARANASI
INTERN IIM-L (MARKETING MANAGEMENT)
MENTOR: PROF. SAMEER MATHUR
kumarajeet50@gmail.com

22. THANK
YOU