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Marketing Reading: Creating Customer Value
內容大綱
Core Curriculum Readings in Marketing cover fundamental concepts, theories, and frameworks in marketing. For classroom use in higher education, this Reading is accompanied by a Teaching Note, test bank, and exhibit slides. This Reading explores how firms can create value for their customers. The goal of any business is to delight customers by understanding its customers' needs and to provide products and services to meet those needs. As a result, it is critical to understand what customers value and how firms can offer products and services by creating different types of value for their customers. The purpose of this Reading is to help students understand customers' perspectives on what they value and why. The Reading describes four types of customer value: economic, functional, experiential/psychological, and social. A Supplemental Reading looks specifically at how to manage customer expectations of services, as distinct from products.