Showing papers on "Value proposition published in 1995"

Exclusive value and the pricing of services

Abstract: The exclusive value principle is one important factor determining the value of the service to the customer. High margins often result from the customer′s perceptions of “exclusive value”. Success depends on understanding and making decisions within the context of the customer′s psychic domain. Provides a brief review of background information and the concept of exclusive value as well as “critical factors” in psychic space. Summarizes sample psychic factors of import in marketing. Relates and illustrates exclusive value to costs, margins and risks. Provides sample scenarios to illustrate the important points.

Relationship Marketing Management: The Internal And External Market Dimensions In Marketing Planning

Abstract: Relationship Marketing is an emergent disciplinary framework for creating, developing and sustaining exchanges of value, between the parties involved, whereby exchange relationships evolve to provide continuous and stable links in the supply chain. This paper highlights the role of internal marketing and the complexity of the web of social interaction that is directed towards successful external economic exchanges. Further, it argues for a shift in market planning orientation away from financial resource decisions (the traditional marketing "mix"). This involves designing a way forward which seeks collaborative and competitive advantage in managing the dynamic tension between value propositions (benefits) offered, building trust and reducing costs.