Notes

Creating Customer Value talks about 4 different types of customer value: functional, economic, social and experiential.

The idea is that you can develop products that address any one of those ideas of value. So these notions of value get back to the idea of economic exchange and what our job as marketers is. Is to communicate clearly the value of purchasing a product or service for the resources that you are giving up to acquire it.

So when you think about what a customer is, it is a circuitous way of getting to that discussion or getting to that idea of what a customer is and so a customer is not just a person who buys your products or uses you services but there is this whole notion of value that should kind of go into your thinking about what a customer is.

Focus on thinking about those 4 types of value as it relates to what a customer is.

One way that you may want to approach answering the question because it is not at all direct or straightforward is to think about yourself as a customer.

What types of things that is important to you

Why you buy the product that you do?

More importantly why you keep buying the same products, time and time again?

Due 5PM Wednesday.

About JCR Article

If you have not read a lot of academic article this is a different kind of animal.

Started ethnography to understand Harley Davidson consumers and what it was that made them so loyal. Why Harley Davidson has such an incredibly loyal following and so much repeat purchases? And all these weird and quirky things that you will learn about Harley owners that they saw in the market place that they were just curious about. So they decided to talk to some, ride along with them. Harley Davidson as a company sponsors these posy rides and they are cross-country or up one coast down another type of rides for a groups of bikers. They stop at different dealerships along the way. And it really is a subculture in it of itself. And so that’s kind of how they got interested...