Creating Value

Creating Value

1. The Product

   • 3 Levels
     • Core
     • Embodied
     • Augmented
   • Tangible and intangible attributes related e.g. ideas, people and places
   • Types of Consumer Product
     • Durable
     • Non-durable
     • Convenience
     • Shopping
     • Speciality
     • Unsought
   • Types of Business Products
     • Equipment Goods
     • Raw Materials
     • Semi-finished Goods
     • Mantenance
     • Component Parts
     • Business Services

2. Branding

   • Reasons
     • Differentiation
     • Attributes
     • Psychology
     • Add Value
     • Kotler and Keller 2006
   • Types
     • Manufacturer
     • Distributor
     • Generic
   • Equity
     • Value
     • Strength
     • Description
     • Feldwick
   • Personality
     • Ruggedness
     • Sincerity
     • Excitement
     • Sophistication
     • Competence
   • Extensions

3. Price

   • Ext. Influences on Consumer Price Perceptions
     • Reference Prices
     • Sales Signs
     • Odd Number Pricing
     • Purchase Context Pricing
     • Price Bundling
   • Approaches
     • Cost Orientated
     • Demand Orientated
     • Competitor Orientated
     • Value Orientated
   • Policies
     • List Pricing
     • Loss-leader Pricing
     • Promotional Pricing
     • Segementation Pricing
     • Customer-centric Pricing
       • Cross and Dixit 2005
   • B2B Price Setting
     • Geographical
     • Negotiated
     • Discount
     • Value-in-use
     • Relationship
     • Transfer