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Chain
MKT 465: Ch 3 part 2
Number
of
linking
factors/
Multipli
er
interven
e
between
these
stages
and
determi
ne the
extent
to which
value
created
Value Stages:
1. Marketing Program
Investment: 8Ps
2. Customer Mind Set:
knowledge and feelings
3. Market Performance:
as a reflection to the
mind set
4. Shareholder Value:
based on the market
performance
Product Development
Communications: tools
RnD
Research
etc
Distinctiveness :
Uniqueness, Creativeness,
Differentiating factors of the progs
A.Competitive Superiority:
How Effective
are the marketing progs of the Competitors?
Number
and Type of customers attracted to the brand
ANOKHI
l i er
p
i
t
l
u
M
t
men
i
t
n
e
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r
o
Invest
n
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d
e
s
a
b
one
d
s
i
n
o
i
t
a
u
f
o
Brand Val
y
l
p
p
u
s
tes,
a
r
t
s
e
r
e
t
m i c s : in
a
n
y
D
t
e
Mar k
EST
P
,
R
G
,
C
PL
:
s
d
l
n
a
a
i
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t
B
n
e
e
h
t
t
o
P
r of
o
h
t
t
c
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f
w
o
y
t
r
i
l
i
G
tion
rab
i
e
s
n
o
l
P
u
c
V
i
g
:
e
e
fil
trat
S
o
r
e
s
P
i
w
k
s
U
i
R
SB
:
n
o
i
t
u
b
i
tr
n
o
C
d
n
a
Br
lio
o
f
t
r
o
p
y
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pa
m
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c
n
i
h
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i
w
c
capital et
4. Shareho
lder Value
Based on a
ll available
current and
forecasted
info, the fin
ancial mar
place form
ket
ulates opin
ions and
assessmen
ts that hav
e very dire
financial im
ct
plications f
or the bran
value.
d
Indicators:
Share P
rice
Price/ E
arning Mu
ltiple
Market
Capitaliza
tion
Implications:
Value creation begins with the marketing prog
investment
: Well Funded, Well Designed and Well Implemented
Marketing Progs are needed.
Value Creation means ensuring that Value Transfers
from one stage to another. Uncontrollable, unfavorable
circumstances might lead to failure