Value-based Marketing Strategy

By Santiago Lopez

Book Overview

This book offers novel methods for developing Value-based marketing strategies aimed at increasing revenue and profits. The Value concept relates all the benefits offered by a product with its price and the effort required to obtain it. Global competition requires managing Value rather than individual products or brands. This fosters customer loyalty, and provides a solid basis for relationship marketing. The book takes a practical, step-by-step approach to explain: -How the forces of supply and demand interact with customer Value; -The relationships between benefits, quantities, prices and costs; -How to develop effective competitive strategies; -How to manage inventory and product mix efficiently; -How to apply the Value model to increase profitability, and solve major marketing problems. The book sets forth several new approaches for marketing and pricing decision-making: -The concept of Value integrates marketing, finance, economics and accounting, in order to link Value-based pricing with relationship marketing. -The law of supply and demand is restated with quantity as a function of Value instead of price; this makes it a more realistic and practical tool for understanding today s highly today s highly competitive business environment. -The confrontation and complementation concepts provide useful tools for guiding marketers into new segments, and pricing products accordingly. They play a key role for devising win-win strategies, not only with customers, but also with competitors. -The Value Matrix is a practical tool for understanding the product s positioning, analyzing its competition, setting prices and developing strategy. It aims at achieving an optimal balance between customer loyalty and product mix profitability. -The Value Life Cycle illustrates how Value acts as a force that constantly changes revenue, providing insight for developing strategies in each phase of the product s life cycle. -Analogies with physics illustrate how policy constraints create resistance to sales velocity, thereby determining the rate at which a firm advances towards its financial and marketing goals. -The strategy for pricing business services applies Value to balance supply with demand; this leads to increased revenue. -The marketing approach set forth unifies product portfolio and inventory management with Value-based pricing for maximizing income. Clear explanations and accessible language make this book ideal for marketing professionals and non-specialists. Advanced readers may refer to the appendices, where the subjects are analyzed further and the mathematical foundations are laid out; numerous solved problems of pricing and costs are included.

• Format: Paperback
• Language: English
• ISBN: 162273033X
• ISBN13: 9781622730339
• Release Date: September 2015
• Publisher: Vernon Art and Science
• Length: 294 Pages
• Weight: 0.87 lbs.
• Dimensions: 0.6" x 6.0" x 9.0"