Understanding What Customers Value

《Understanding What Customers Value》由会员上传分享，免费在线阅读，更多相关内容在行业资料-天天文库。

1、BusinessMarketing:UnderstandWhatCustomersValuebyJamesC.AndersonandJamesA.NarusHarvardBusinessReviewReprint98601HarvardBusinessReviewNOVEMBER–DECEMBER1998ReprintNumberMichaele.porterCLUSTERSANDTHENEWECONOMICSOFCOMPETITION98609danielgolemanWHATMAKESALEA

2、DER?98606carlshapiroVERSIONING:THESMARTWAY98610andhalr.varianTOSELLINFORMATIONstewartd.friedman,WORKANDLIFE:THEENDOF98605perrychristensen,THEZERO-SUMGAMEandjessicadegrootbobziderHOWVENTURECAPITALWORKS98611henrymintzbergCOVERTLEADERSHIP:NOTESON98608MAN

3、AGINGPROFESSIONALSandyblackburn,HBRCASESTUDYmatthalprin,THECASEOFTHEPROFITLESSPC98603andruthveloriajamesc.andersonideasatworkandjamesa.narusBUSINESSMARKETING:UNDERSTAND98601WHATCUSTOMERSVALUEbillgrossfirstpersonTHENEWMATHOFOWNERSHIP98607PETERF.DRUCKER

4、hbrclassicTHEDISCIPLINEOFINNOVATION98604peterl.bernsteinbooksinreviewARENETWORKSDRIVINGTHENEWECONOMY?98602IDEASATWORKGauging–andcommunicating–whatyourproductsandservicesareworthtocustomershasneverbeenmoreimportant.ÒEverythingisworthwhatitspurchaserwil

5、lpayforit.ÓPubliliusSyrus,firstcenturyb.c.Howdoyoudefinevalue?canyoumeasureit?Whatareyourproductsandservicesactuallyworthtocustomers?RemarkablyfewsuppliersinbusinessmarketsBusinessareabletoanswerthosequestions.Andyettheabilitytopinpointthevalueofaprodu

6、ctorserviceforone’scustomerhasneverbeenmoreimportant.Customers–especiallythosewhosecostsaredrivenbywhattheypurchase–in-Marketing:creasinglylooktopurchasingasawaytoincreaseprofitsandthereforepressuresupplierstoreduceprices.Topersuadecustomerstofocusonto

7、talcostsratherthansimplyonac-Understandquisitionprice,asuppliermusthaveanaccurateunder-standingofwhatitscustomersvalue,andwouldvalue.Putyourself,foramoment,intheroleofacommercialgrower.Twosuppliersaretryingtosellyoumulchfilm:thinWhatplasticsheetsthatar

8、eplacedonthegroundtoholdinmois-ture,preventweedgrowth,andallowmelonsandvegetablestobeplantedclosertogether.ThefirstsuppliercomestoyouCustomerswiththisproposition:“Trustus–ourmulchfilmwillloweryourcosts.We’llprovidesuperiorvalueforyourmoney.”Thes