Value Delivery Framework
Creating and managing value along the business value chain at a profit, from basic raw materials through a successful solution for the end-user, increasingly demands new, competitively superior marketing innovations. This framework is the foundation for the processes that define business-to-business marketing management.
Click on the View Resources links below to access more information about each step of the Framework from our collection of Courses, Books, Articles, Webinars, and Audio Insights.
Step 1: Build Value Understanding
Delivering value profitably is the heart of all marketing practice, especially business marketing.
According to ISBM’s Founding Director, Professor Irv Gross, marketers generally understand of the concepts of “price” and “cost,” but many do not have a clear picture of “value.” Is it the actual or perceived quality for the price charged, whatever “quality” means? Or is value whatever the customer is willing to pay to acquire a set of product and service benefits? Learn more...
Step 2: Strategy Formulation
Segmentation, Targeting, Positioning: Modern business marketing strategy relies on three tasks—segmentation, targeting, and positioning. Learn more...
Step 3: Design Customer Value
Simply building a better product hardly guarantees business marketing success. One must understand customer value, which in turn hinges on understanding the value your customers’ customers will reap from your offerings. Learn more...
Step 4: Communicate and Deliver Value
As the B2B marketing process unfolds, the next step requires communicating the offering’s value to the marketplace. Communication is critical for a product launch, of course, and also throughout the product’s entire life cycle. New prospects always enter business markets and customers exposed to competitors’ messages need to be reminded why they’re happy buying from you. Learn more...
Step 5: Life-Cycle Management
Managing product life cycles, and the life cycles of company relationships with customers, is the province of branding. In business markets, brands are the culmination of total experiences your customer has with your products, services, people, and all elements of your company. Learn more...
