Table of Contents

CUSTOMER VALUE - THE BUILDING BLOCKS
Customers Want Top Value
The Importance of Customer Value
Customer Value: Marketing Management Implications
The Value-Creating Organization
Summary
Customer Value Action Items
Being Customer Oriented
Customer Commitment: How Market Leaders Do It
The Marketing Concept Revisited
Selling vs. Market Orientation
Marketing Approaches to Achieve a Customer Focus
Summary
Customer Value Action Items
Process and Customer Value
Process and Value
Assessing Process Effectiveness
PDCA Cycle and Process Improvement
Process Tools
Summary
customer value action items


CREATING VALUE THROUGH SERVICES AND
E-COMMERCE
The Service Sector and the New Economy
Reshaping the Traditional Economy: the North American
Industrial Classification System
Service Firms Create Value
The Emergence of the New Economy
Keys to Competing Successfully in the New Economy
Summary
Customer Value Action Items



Defining and Managing Service Quality
What Is Quality?
Service Quality Guidelines
Why Quality Matters
How to Improve Quality
Summary
customer value action items

Managing e-Service Quality
e-Service and Customer Satisfaction: Research Insights
e-Service Quality and Customer Loyalty
How to Improve e-Service Quality
Summary
Customer Value Action Items

PLANNING AND IMPLEMENTING A WINNING
VALUE PROPOSITION
Defining and Refining the Value Proposition
The Value Proposition as Basis for Competitive Strategy
Value Disciplines and Market Leadership
The Value Proposition: Some Applications and Guidelines
Building Your Value Proposition: the S-Q-I-P Approach
Developing Unique Value Propositions
The Value Proposition: Strategic Implications
Summary
Customer Value Action Items
Communicating Value through Price
Introduction
Relating Price to Value
How Buyers Evaluate Price
Strategic Pricing
Pricing Methods
How to Make Good Pricing Decisions
Future Pricing Issues
Summary
customer value action items

Strategies for Adding and Promoting Value
The USP and Differentiation
Three Levels of Positioning
How to Add Value to Products
Implementing a Value-Added Services Program
Communicating Value through an IMC Program
Creating an IMC Program
Summary
Customer Value Action Items

DELIVERING LONG-TERM SUPERIOR
VALUE TO CUSTOMERS
Maximizing Value through Retention Marketing
Why Focus on Customer Retention?
Customer Value/Retention Model
Usage Analysis and Customer Retention
Designing a Customer Retention Program
Customer Retention Approaches
Summary
Customer Value Action Items

Creating Value through Customer and Supplier
Relationships
What Is Relationship Marketing?
Traditional vs. Relationship Marketing
Building Lasting Customer Relationships
Improving Supply Chain Relationships
Customer Relationship Management
Keys to Practicing Relationship Marketing in the New Economy
Summary
customer value action items

CUSTOMER VALUE CASES

Boston Market --- Process Flow Outcomes
Delicato Family Winery - Building and
Communicating Value
Dow Corning - Customer Value and
Segmentation
Edward Jones - Managing Customer
Relationships
FedEx Corporation - A Customer Value
Funnel Assessment
The Grateful Dead - Creating Deadheads by
Providing Drop-Dead Customer Service
Harrah's Entertainment, Inc. - Loyalty
Management
"Herding Cats" across the Supply Chain
JetBlue Airways - Adding Value
Lexmark International - Creating New
Market Space
Nantucket Nectars - Perceived Quality
Rubbermaid - Market Orientation
Office Depot Goes Online -
e-Service Quality
Pizza Hut - A Customer Loyalty Program
Publix Super Markets, Inc. - Achieving
Customer Intimacy
StatePride Industrial Laundry - Value
Chain Analysis
Time Insurance - A Study of Process Quality
Improvement
Walgreens - Customer Orientation