Marketing Value
December 8th, 2010
Marketing value makes the American people experiencing overweight. The American food industry is encouraging the consumption by offering more food with a fixed price. The cheapest way to offer extra value to the customers is to increase the portion, not by reducing the prices. The business function has been shifted to creating value and welfare.
The term of “value” is used because the products and services usefulness has been increased. The marketing activities are indeed to maximize shareholder value. Marketing is considered as the interests of the company’s shareholders (result driven), following the capital markets demand that evaluates the company’s effectiveness which based on its ability to serve shareholder value in the form of dividends and stock price fluctuations.
Of course it is quite different from the usual practice, which often indicates marketing objectives in the form of sales indicator, market share and customer satisfaction. This second objective is often has conflict with the shareholders interests. For example, sales maximizing, market share, or customer satisfaction have implications for the lower price and higher expenses, although perhaps it has long term beneficial. But the delivery value sometimes becomes a trap if it is seen from the financial side only.
Although there is no doubt that the value like money is the simplest and the modest value that can be identified compared to the functional value. In order to provide a competitive value, it is not enough to just look from the perspective of shareholder value, whereas compromised the long-term goals.
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