Marketing Step 1: Develop Market Strategies and Plans

1. Marketing and Customer Value

i) Value Delivery Process: It has three steps-

a. Chose the value- Segement Customer, Select the Market, find the positioning of value

b. Provide the value- Develop product, Develop service, Price, Make or source, Distribute or serve

c. Communicate the value- by using sales force, promotions, advertising.


ii) The Value Chain Activities:
Five Primary Activities and Four Secondary Activities

Primary Activities: Inbound Logistics, Operations, Outbound Logistics, Marketing and Sales, Service

Secondary Activities: Firm Infrastructure, HRM, Technology Development, Procurement.

iii) Core Competencies
Activities that can provide a company competitive advantage over others

• Can be used for lowering the costs to have cost leadership or
• TO differentiate the product from competition