A Study of Value Philosophy of Marketing

Abstract

In Value Philosophy company focuses on delivering value to the customer.  While doing this company should keep on following conventional attributes like consumer orientation and satisfaction.  But, again satisfaction of customers depends on value delivery. In tangible benefits company can focus on functional utility of the product to enhance customer value.  This can be achieved with the help of experience, prestige and brand image.  The question remains what exactly the value is in marketing context and how the organizations will be benefited by it.  In the later part the researcher would try to understand the fundamentals of this and would also try to know the various roots of value delivery. In managing customer expectations, the company promises various things about their product in the urge to attract customers.  These promises are made probably after knowing the customer initially perceived value.  Most companies only promise what they can deliver and after that they try to over deliver, so that the finally perceived value exceeds initially perceived value.