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"Identifying, developing, and delivering a superior value proposition is the true touchstone of Marketing". Discuss.
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"Identifying, developing, and delivering a superior value proposition is the true touchstone of Marketing". Discuss. In a Western economy of surplus rather than shortage of goods and services, it is vital that in any market, an organisation must offer a superior value proposition to its customers, if it wishes to gain a competitive advantage over its competitors. This essay will first discuss what is meant by the term 'value' in relation to customers. It will go on to demonstrate how, in a co-ordinated and integrated organisation, the Marketing function can identify, develop and deliver superior value for its customers, whilst maintaining profitability for shareholders. Piercy, (2002) describes value for a customer, not only in terms of lower prices and higher quality, but more as a perception of one products overall benefits compared to the total cost of purchasing the product. These costs not only include price, but also the time, effort, and...
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