Attaining Customers: Creating, Communicating, and Delivering Customer Value
This chapter examines the issue of customer acquisition. It explores how an organization makes an offer to its target consumers that will entice them to buy and keep buying. Part A of this chapter focuses on value creation, Part B on value communication, and Part C on the delivery of customer value. By focusing and integrating their brand communications, organizations find that the cost-effectiveness of communication is improved relative to a scattergun approach. The design of a distribution channel needs to generate consumer demand and create time and place utility for target consumers. The key marketing function for the distribution channel is to deliver the value offered, and in the process to support the customer value proposition (CVP) and brand position.
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