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Lecture Strategic market management: Chapter 8 - David A. Aaker

Lecture Strategic market management: Chapter 8 - Alternative value propositions. This chapter presents the following content: business strategy challenges, alternative value propositions, superior quality, value. | Chapter 8 - Alternative Value Propositions PPT 8- Alternative Value Propositions Chapter Eight Chapter 8 - Alternative Value Propositions PPT 8- Business Strategy Challenges A real customer value proposition? A perceived customer value proposition? Is the value proposition/strategy feasible? Is the value proposition relevant to customers? Does it represent a sustainable point of difference? Chapter 8 - Alternative Value Propositions PPT 8- Strategic Options Value Propositions Figure 8.1 Being Global Emotional/ Self-Expressive Benefits Brand Familiarity Quality Value Niche Specialist Customer Intimacy Corporate Social Programs Systems Solutions Attribute/ Benefit Design Chapter 8 - Alternative Value Propositions PPT 8- Niche Specialist Concentrating Resources and Energy Competing With Limited Resources Support a Strategic Position Chapter 8 - Alternative Value Propositions PPT 8- Product Quality Dimensions Performance Conformance to specifications Features Customer | Chapter 8 - Alternative Value Propositions PPT 8- Alternative Value Propositions Chapter Eight Chapter 8 - Alternative Value Propositions PPT 8- Business Strategy Challenges A real customer value proposition? A perceived customer value proposition? Is the value proposition/strategy feasible? Is the value proposition relevant to customers? Does it represent a sustainable point of difference? Chapter 8 - Alternative Value Propositions PPT 8- Strategic Options Value Propositions Figure 8.1 Being Global Emotional/ Self-Expressive Benefits Brand Familiarity Quality Value Niche Specialist Customer Intimacy Corporate Social Programs Systems Solutions Attribute/ Benefit Design Chapter 8 - Alternative Value Propositions PPT 8- Niche Specialist Concentrating Resources and Energy Competing With Limited Resources Support a Strategic Position Chapter 8 - Alternative Value Propositions PPT 8- Product Quality Dimensions Performance Conformance to specifications Features Customer support Process quality Aesthetic design Figure 8.3 Chapter 8 - Alternative Value Propositions PPT 8- Signals of High Quality High quality needs to be communicated-quality dimensions Communication by signals-attributes Signals: Tomato Juice—thickness Cars—sound of door closing Banking—professional attitude of people Supermarkets—produce Chapter 8 - Alternative Value Propositions Stock Market Reaction to Brand Equity (BE) & ROI Stock Return Figure 8.2 Strategic Market Management 7th Edition – David Aaker Chapter 8 - Alternative Value Propositions PPT 8- Figure 8.4 The Value Option No-Frills Scale Experience Products/ Operations Economies Curve Services Effect Value Perceptions Cost Advantage Low-Cost Culture The Value Option Imperatives Chapter 8 - Alternative Value Propositions PPT 8- Creating a Cost Advantage (or Avoiding a Cost Disadvantage) No-Frills Product/Service Operations Scale Economies The Experience Curve Chapter 8 - Alternative Value Propositions PPT 8- Key