Looks like no one added any tags here yet for you.
Business model
Architecture of value creation by defining the entities, factors, and processes involved in delivering and capturing value in the marketplace.
Narrow business model
Describes fairly generic value creation strategies related to a particular marketing activity, such as pricing, promotion, and distribution.
Franchising model
Describes the strategy of adopting (leasing) an already existing business model.
3 important aspects of Business model
Value focused Intangible Universal
Value focus aspect of B.M.
Central to any business model and can be associated with both monetary and non monetary outcomes.
Intangible aspects of B.M.
A subjective representation of reality. Represent the way in which the organization conceptualizes the value-creation process.
Universal aspect of B.M.
A viable model is essential for the success of any organization, be it a start-up or an established market leader.
Strategy
Identifies the market in which the company operates, defines the value exchanges among the key market entities, and outlines the ways in which an offering will create value for the relevant participants in the market exchange. Defining the target market and the value exchange among the relevant market entities.
Tactics
Describe a set of activities (marketing mix) employed to execute a given strategy by designing, communicating and delivering specific market offerings. Describe the particular aspects of the offering that will ultimately create market value.
Marketing strategy 2 key components
Target market and value proposition
5 key factors of target market (five Cs)
• customer • company • collaborators • competitors • context
Customers
Are potential buyers defined by the needs the company aims to fulfill with its offering. Can be B2B or B2C
Company
The organization managing the offering. Could be a business unit or strategic business unit.
Collaborators
Entities that work within the company to create value for target customers.
Competitors
Are entities with offerings that target the same customers and aim to fulfill the same customer need. Competition can be in the same industry or not, is any entity that fullfil the needs same customer need.
Context
Involves the relevant aspects of the environment in which the company operates. Economic ( growth, money supply, inflation, r) Business (emergence of new business models) Technological ( diffusion of existing technologies) Sociocultural (demographic trends) Regulatory ( import/export teriffs) Physical (natural resources)
6 context factors
Economic ( growth, money supplyinflation, r) Business (emergence of new business models) Technological ( diffusion of existing technologies) Sociocultural (demographic trends) Regulatory ( import/export teriffs) Physical (natural resources)
Value proposition
The value that an offerings aims to create for relevant participants in the market.
Value exchange
Refers to the value-based relationships among the different entities in a given market. Entities: customer , company, collaborators and competition acting in a context.
Value exchange
Process of giving (creating) and receiving (capturing) value. Company creates value for → Customer Customer creates value → companies capture it same with collaborators.
3 value propositions for optimal value propositions
• defining the value for target customers • defining the value for its collaborators • defining the value for the company
Optimal value proposition
The … is balancing the value among its stakeholders, customers and collaborators.
Marketing mix: tactics
• product • service • brand • price • communication • distribution
Product aspect
Reflects its key functional characteristics. Change ownership during purchase. Can be distributed to buyers via multiple Chanels.
Service aspect
Reflect its functional characteristics but do not imply a change in ownership; customers obtain the right to use it for a period of time.
Brand
A set of unique marks and associations that identify the offering and create value beyond The product or / and service aspects of the offering.
Price
The amount of money the company charges its customers and collaborators for the benefits provided by the offering.
Incentives
Tools used to selectively enhance the value of the offering for its customers, collaborators and or employees. Can be monetary or non-monetary.
Communication
Refers to the process of informing current and potential buyers about the specifics of the offering.
Distribution
Defines the channels through which the offering is delivered to customers.
Marketing tactics as processes
• process of designing • process of communicating • delivering value
Top-down analysis of A Business model
Broader consideration of the target market and the relevant value exchange which is followed by designing a specific offering. Starts with the strategy then tactics.
Bottom-up analysis of - Business model
Starts with designing the specific aspect of the offering, which is then followed by identifying the target market and developing an optimal value proposition From tactics to strategy.
Targeting
The process of identifying customers for whomthe company will optimize its offering.
One-for-all strategy
Develop same offering for different customers Might not be effective for customers with different needs because the offering will end up not creating value for at least one.
One-for-each strategy
Develop different offerings based on the needs of each one (customers). Might not be effective because the company might not have the resources to develop offerings that meet the needs of both customers.
Customer segments
Group of customers that share similar characteristics.
Functionally of segmenting
Enables the company to improve the cost efficacy of its marketing activities by not having to customize the offering for individual customers.
Customer characteristics
Value-based factors and profile factors-based
Value based factors
Reflect customers needs and their willingness and ability to pay for the company's offerings
Profile-based factors
That reflect customers observable characteristics like age, gender, income, social status, geographical location, and buying behavior
Strategic targeting
Focuses on the value defined by customer needs and the potential to create value for the company. Can the company create superior value for those customers? Can these customers create vale for the company and the collaborators?
Tactical targeting
Focuses on customer profile, including factors like age, gender, income, social status, geographical location and buying behavior, to identify effective and cost efficient ways to reach customers.
2 key targeting criteria
Target attractiveness and target compatibility
Target attractiveness
Reflects the ability of a given segment to deliver superior value to the company. Could be monetary or strategic
monetary value (ch.4)
Ability to generate profits for the company.
Strategic Value
Customers ability to create non monetary benefits that are of strategic importance for the company.
Target compatibility
Reflects the company's ability to fulfill the needs of target customers better than the competition.
Target-specific
Resources compatible with one segment might not be compatoble with another segment.
Tactical targeting
Aims to determine which customers to target and which to ignore Aims to identify an effective and cost-efficient approach to communicate and deliver the offering to already selected target customers.
Two aspects of devleoping value propisition
Intangible
idiosyncratic
Intangible
A customers subjective evalutation of the worth (utility) of the company’s offering does not physically exists in the marketplace.
Idiosyncratic
The same offering can have different value for different customers.
Functional value
Th benefits and costs directly related to an offering’s performance.
Psychological value
The psychological benefits and costs associated with the offering.
Monetary value (ch.5)
Monetary benefits and costs associated with the offering.
Three factors of an offering’s ability to create value
The attributes defining the company’s offering.
The relative importance of these attributes for target customers.
The offering’s performance on these attributes.
Customers valuation of a market offering formula
Reference-point dependence
Aspects of the value function reflects the fact that consumers often do not have well-articulated preferences and that their evalutations of market offereings depend on the decision context.
Loss-aversion aspect
Extends the principle of reference point dependence to assert that people value the positive (gains) and negative (lossess) deviations from the reference point in a different fashion, placing more weight on losses than gains.
Principle of diminishing marginal value
Implies that the utility from improving an offering’s performance on the same dimension does not increase in a monotonic fashing, and that after a certain point improving the offering’s performance will produce marginally diminishing increases in the subject valuation of the offering.
Satisficing (one popular decision heuristic)
Involves selecting the first option that meets the buyers’ criteria without necessarily considering all of the available options. Buyers might end up choosing different options depending on the order in which they evaluate the options.
Equal-weight heuristic
Buyers might evaluate only the most important attributes, without taking into account the performance of the options on all attributes.
Lexicographic heuristic
Buyers might consider only the most important attribute describing the choice options and select the option with the highest value on that attribute.
Two factors of an offering’s competitive advantage
Points of difference
Points of parity
Points of difference
Involve attributes that are important for target customers and on which the company’s offering is percieved to be different from that of its competitors.
Points of parity
Refer to attributes on which an offering’s performance matches that of the competition.
Three strategies for increasing the offering’s value
Improve the offering’s performance on a given attribute.
Add new attribute on which the offering has an advantage.
Increase the perceived importance of an attribute on which the offering has an advantage.
Positioning
Reflects the company’s view of how its offering should be thought of by customers; it is the process of creating a distinct image of the company’s offering ina customer’s mind. Customer valuation of market offerings is influenced by the refrence points used to assess the attributes of individual offering.
Five types of frames of reference
Need-based framing
User-based framing
Category-based framing
Competitive framing
Product-line framing
Need-based framing
Directly links the benefits of the offering to a particular customer need.
User based framing
Defines the offering by associating it to a particular type of buyer.
Category-based framing
Defines the offering by relating it to an already established product category.
Competitive framing
Defines the offering by explicitly contrasting it to competitor’s offerings and typically highlighting those aspects of the offering that differentiate it form the competition.
Product-line framing
Defines the offering by comparing it to other offerings in the company’s product line.
Three positioning strategies
Positioning on functional benefits.
Positioning on psychological benefits.
Positioning on monetary benefits.
Positioning on functional benefits
Aims to create functional value by emphasizing a particular aspect of an offering’s performance.
Positioning on psychological benefits
Emphasizes the psychological value associated with the offering.
Positioning on monetary benefits
emphasized the monetary value associated with the offering.
Products
Anything that can be offered to a market for attention, acquisition, use, or consumption that might satisify want or need. Once created, they can be physically seperated from the manufacturer and distributed to end users via multiple channels.
Durable goods
Consumed over multiple occasions and over an extended period.
Nondurable goods
Typically consumed on a single occasion or over a short period.
Three catogories of product uncertainty
Search, experience, and credence.
Search products or services
Associated with the least amount of uncertainty and are typically identifiable through inspection before purchase.
Experience products and services
Carry greater uncertainty and are revealed only through consumption.
Credence products and services
Have the greatest amount of uncertainty, and their quality is not truly revealed even after consumption.
Specific decisions concerning factors of managing products and services
Performance, consistency, reliability, durability, compatibility, ease of use, technological design, degree of customization, form, style, and packaging.
Performance
Products vary in their performance on different attributes.
Consistency
An important aspect of designing an offering is ensuring that in-kind products and services are identical and consistent with specification.
Reliability
Refers to the probability that the product or service will operate according to its specifications and willl not malfunction for the duration of its projected life cycle.
Durability
Another important consideration in product design involves the expected length of the offering’s life cycle.
Ease of use
An important aspect of many products and services is their ease of use.
Two technological design methods
Product-innovation aproach
Product-variation aproach
Product-innovation aproach
Involves technology-based innovations and innovative use of existing technology to design new offerings.
Product-variation approach
Leads to offerings characterized by relatively minor variations in their functionality, such as adding different colors, flavours, tastes, sizes, designs, or packaging variations.
Degree of customizations
When designing its offerings, a company needs to decide on the degree to which these offerings will be customized for target customers.
Mass-production strategy
Offering the same products and services to all customers.
One-to-one customization
The company’s products and services are customized for each individual customers.
Segment-based customization
A compromise between the mass-production approach and the one-to-one customization approach.
Form
Product design typically involves decisions concerning the physical aspects of the offering, such as its size and shape.