Segmentación y Posicionamiento de Estrategias de Valor

Flashcards covering key vocabulary and concepts from the lecture notes on customer value, segmentation, and positioning strategies.

Cost

The expenditure of time, money, or materials involved in producing a product or providing a service.

Price

The amount of money a customer pays for a product or service.

Value

A subjective indicator that each customer assigns to a product or service based on perceived benefits.

Customer Value

The level of appreciation a consumer gives to a product or service based on how well it satisfies their needs and/or solves their problems.

Customer Value Equation

Total benefits for the customer minus total costs for the customer.

Ways to Generate Value (Philip Kotler)

Decrease total customer cost, increase total value, or lower the price.

Value of exchange

Equating offer and needs to facilitate transactions.

Value of experiences

Improving the experience and enjoyment for the consumer to facilitate retention.

Value of commitment

Strengthening relationships with the customer.

Value of knowledge

Leveraging analysis and data to generate insights about consumers and the market.

Strategic value

Identifying growth opportunities associated with the current offering to create new business models.

Operational value

Improving organizational agility, collaboration, and talent development.

Method of Perceived Value

Method to calculate product value based on perceived benefits and relative importance of attributes.