Marketing of Experience in Creating of Value Product

2016 ◽  
Vol 4 (5) ◽  
pp. 11-17
Author(s):  
Поляков ◽  
Vladimir Polyakov ◽  
Фомичева ◽  
Irina Fomicheva
Keyword(s):  
Value Creation ◽  
Marketing Management ◽  
Brand Experience ◽  
Stages Of Growth ◽  
Consumer Value ◽  
Independent Product

The brand experience is considered as an independent product or economic proposal. The stages of growth of consumer value of the goods depending on his level of condition and price segment are considered. The article presents the dynamics of the formation of the consumer value of the product in terms of its trademark depending on the stage where the product is located in the processing chain production-consumption in the system of marketing management. The mechanism of value creation in marketing impressions is developed. The effect assessment of impressions on the model of «emperor with no clothes» is proposed.

Consumer value creation through WhatsApp use

2019 ◽  
Vol 32 (4) ◽  
pp. 455-471
Author(s):  
Jorge Cruz-Cárdenas ◽  
Jorge Guadalupe-Lanas ◽  
Ekaterina Zabelina ◽  
Andrés Palacio-Fierro ◽  
Margarita Velín-Fárez ◽  
...  
Keyword(s):  
Latin American ◽  
Value Creation ◽  
Emotional Support ◽  
Design Methodology ◽  
Instant Messaging ◽  
Role Performance ◽  
Content Type ◽  
Consumer Value ◽  
Depth Interviews ◽  
Practical Implications

Purpose The purpose of this paper is to understand in-depth how consumers create value in their lives using WhatsApp, the leading mobile instant messaging (MIM) application. Design/methodology/approach The study adopts the perspective of customer-dominant logic (CDL) and uses a qualitative multimethod design involving 3 focus groups and 25 subsequent in-depth interviews. The research setting was Ecuador, a Latin American country. Findings Analysis and interpretation of the participants’ stories made it possible to identify and understand the creation of four types of value: maintaining and strengthening relationships; improving role performance; emotional support; and entertainment and fun. In addition, the present study proposes a conceptual model of consumer value creation as it applies to MIM. Practical implications Understanding the way consumers create value in their lives using MIM is important not only for organizations that offer MIM applications, but also for those companies that develop other applications for mobile phones or for those who wish to use MIM as an electronic word-of-mouth vehicle. Originality/value The current study is one of the first to address the topic of consumer behavior in the use of technologies from the perspective of CDL; this perspective enables an integrated qualitative vision of value creation in which the consumer is the protagonist.

scholarly journals Marketing Management Effectiveness and Measurement of Implementation

2017 ◽  
Author(s):  
Burak Sarıçiçek ◽  
Erdoğan Taşkın
Keyword(s):  
Value Creation ◽  
Scoring System ◽  
Customer Value ◽  
Point Of View ◽  
Strategic Orientation ◽  
Marketing Management ◽  
Management Effectiveness ◽  
Management Structure ◽  
Effectiveness And Efficiency ◽  
Marketing Principles

Marketing audit is a tool inciting the development and the evaluation of marketing efforts of an enterprise. In addition to this, marketing audit is also an effort to evaluate the potential, the resources and the goals of an enterprise against the effectiveness and efficiency of its marketing principles and strategies. In this research, the effectiveness levels of different enterprises will be investigated and measured with the help of the scoring system used in determining the effectiveness of the marketing management, the strategic orientation, the marketing management structure, the market and the marketing knowledge, the customer value creation capacity and the efficiency in implementation of marketing policies of an enterprise, using Philip Kotler's Strategic Auditing Approach. The effectiveness of marketing management will be analyzed and commented from the point of view of practicing marketing managers in the area.

scholarly journals Consumer Value Creation in the Networked Age: The Case of K-Pop

2017 ◽  
Vol 14 (4) ◽  
pp. 139-158
Author(s):  
최환호 ◽  
정재권 ◽  
Junic KIM
Keyword(s):  
Value Creation ◽  
Consumer Value

MANAGING THE FLOW OF CUSTOMER VALUE CREATION PRODUCTS

2021 ◽  
Author(s):  
A. G. Varzhapetyan ◽  
◽  
E. G. Semenova ◽  
A. M. Kolesnikov ◽  
K. V. Balashova ◽  
...  
Keyword(s):  
Life Cycle ◽  
Value Creation ◽  
Customer Value ◽  
Product Life Cycle ◽  
Process Management ◽  
External Environment ◽  
Flow Management ◽  
Consumer Value ◽  
Quality Of Products

The article considers one of the components of the philosophical category of value – customer value. Its connection with the quality of products is established and methods of value creation flow management at the production stage of the product life cycle are analyzed. Increasing competition and uncertainty in the external environment increases the relevance of creating innovative projects. This circumstance forces to reconsider traditional methods of production process management and assessment of its effectiveness. The article gives an overview of some new approaches to consumer value creation flow.

Effect of Service Quality on Customer Satisfaction Through Brand Experience and Brand Awareness in Postal and Delivery Services

2019 ◽  
Vol 2 (1) ◽  
Author(s):  
Vigory Gloriman Manalu
Keyword(s):  
Customer Satisfaction ◽  
Service Quality ◽  
Marketing Management ◽  
Brand Awareness ◽  
Brand Experience ◽  
Digital World ◽  
New Knowledge ◽  
The World ◽  
Delivery Services

At present, E-Commerce in Indonesia is increasing very fast compared to buying and selling activities in the digital world. It is noted that there are numbers of e-commerce that are growing rapidly in Indonesia, namely Lazada, Tokopedia, Shopee, BukaLapak and many others. With the development of e-commerce, the businessmen must be able to send their messages to customers well. There are several postal and delivery services companies in Indonesia, namely JNE, JnT, Pos Indonesia, Tiki and others. The purpose of conducting this research is to be able to provide input to the parties engaged in the field of postal and delivery services in order to find out what can affect customer satisfaction and increase its influence. Besides that this research also helps to provide new knowledge to the world of academics in the field of marketing management.

Cruise brand experience: functional and wellness value creation in tourism business

2019 ◽  
Vol 31 (5) ◽  
pp. 2205-2223 ◽  
Author(s):  
Jiseon Ahn ◽  
Ki-Joon Back
Keyword(s):  
Customer Satisfaction ◽  
Value Creation ◽  
Service Providers ◽  
Positive Impact ◽  
Perceived Value ◽  
Equation Modeling ◽  
Future Research ◽  
Brand Experience ◽  
Content Type

Purpose Experience and value creation have become integral themes for tourism service providers. This study aims to understand the role of different types of experiences in formulating customers’ perceived value. Studies on this area are scarce, especially in the cruise industry. Design/methodology/approach A research model that includes two value variables, namely, functional and wellness values, and four cruise brand experience variables, namely, sensory, affective, behavioral and intellectual factors, was tested through partial least-squares (PLS) structural equation modeling approach. A total of 389 usable cruise customer responses were obtained and analyzed using SmartPLS software. Findings Results revealed the relative effects of sensory, affective, behavioral and intellectual factors on perceived functional and wellness values. The positive impact of perceived value on customer satisfaction and behavioral intention and the moderating role of service expertise in the relationship between cruise experience and perceived value were examined. Research limitations/implications Future research can examine how types of leisure facilities (e.g. casinos, restaurants, bars and shows), cultural differences (e.g. Eastern and Western) and customers’ travel characteristics (e.g. visiting purpose and companions) may influence the relationships between cruise brand experience and perceived value. Practical implications From a practical point, the relationships among multidimensional cruise brand experience, functional and wellness values, customer satisfaction, revisit intention and service expertise provide a clue on how cruise brands can enhance customers’ perceived value to retain current customers. Originality/value This study contributes to literature by providing a theoretical framework and empirical evidence for predicting and explaining cruise customers’ behavior. From a managerial perspective, this study identified critical factors that are essential to value creation and discussed the implications of predictive factors on developing marketing strategies that enhance customers’ positive attitude and behavior toward the cruise brand.

The value derived from a practice: An application to the case of energy savings

2020 ◽  
Vol 35 (2) ◽  
pp. 74-96
Author(s):  
Morgane Innocent ◽  
Agnès François-Lecompte
Keyword(s):  
Empirical Study ◽  
Value Creation ◽  
Energy Savings ◽  
Group Analysis ◽  
Value Analysis ◽  
Model Based ◽  
Consumer Value

This research proposes a framework for value analysis derived from a practice. We link this concept with the consumer value in marketing. The approach adopted for the value derived from a practice is bivalent, including the various reasons for valuing and devaluing the activity. We then propose a model based on the assumption that the value derived from a practice changes with the intensity of the practice. The empirical study focuses on the practice of eco-friendly gestures that aim to save electricity. The results show that the more intensified the practice, the stronger the value creation while the loss of value is reduced. In addition, a multi-group analysis allows the diversification of the value to be observed when the intensity of the practice increases. The results reveal the importance of eudemonic value, which offers a new avenue for understanding the mechanisms of appropriation of practices with societal stakes.

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