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Understanding the Value Perspective in Marketing

by Mosaniy Editorial
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What is Value?

What would you say is value? Could you quantify it? What do customers really think your goods and services are worth? Surprisingly few vendors in commercial markets can respond to those queries. However, it has never been more crucial to be able to identify the value of a good or service for a consumer. Customers increasingly view their purchases as a tool to boost earnings and put pressure on suppliers to lower prices, especially those whose expenses are influenced by what they buy. A supplier needs to have a thorough awareness of what its customer’s value and would appreciate in order to convince them to pay attention to overall expenses rather than just the acquisition price.

In business markets, a small but growing number of providers use their understanding of what customers’ value and would value to outperform less knowledgeable rivals in the marketplace. These suppliers have created what are known as “customer value models,” which are data-driven illustrations of the value, expressed in monetary terms, of what the supplier is or could be providing for its clients.

Assessments of the costs and advantages of a certain market product in a specific customer application form the basis of customer value models. A supplier may develop a value model for an individual client or for a market segment, using data obtained from a number of consumers in that segment, depending on factors including the availability of data and a customer’s cooperation. Creating customer value models is not simple. However, the lessons learned from suppliers that constructed and used them successfully point to a number of criteria that, in our opinion, will be helpful to any business trying to define and evaluate value for its customers.

Recognizing the Value Concept

It is essential to have a mutual knowledge of what exactly constitutes value in commercial markets in order to quantify value in practice. Before delving into the specifics of developing value models, it is important to define value briefly. In business markets, value refers to the monetary value of the social, technological, and economic advantages that a customer company obtains in exchange for the cost of a market offering. We’ll go into further detail about a few elements of this definition.

In the beginning, we define value in monetary terms, using terminology like dollars per unit, guilders per liter, or kroner per hour. We have never encountered a manager who cared about “utils,” even though economists could! Second, by benefits, we mean net benefits, which comprise all costs a client incurs, except the purchase price, in order to achieve the intended benefits. Value, in turn, is what a consumer receives in return for the price they pay. We consider the value and the pricing to be the two fundamental qualities of a market product. Therefore, changing the price of a market item has no impact on the value that it offers to customers. Instead, it alters the consumer’s motivation to buy that market product. Finally, value judgments are made in a particular setting. There is always a competitive alternative, even when there are no similar market options. Making the product oneself rather than buying it could be a customer’s competitive alternative in commercial markets.

Construction of Customer Value Models

The most popular and, in our opinion, most accurate way for creating customer value models is field value assessments, also known by other names as value-in-use or cost-in-use studies. Field value assessments demand that suppliers whenever feasible collect information directly from their clients. Clearly, though, it isn’t always possible to do such direct study. When field value evaluations are not practical, it is still possible to determine value using techniques like focus groups, conjoint analysis, and direct and indirect survey questions that rely heavily on customers’ opinions of a supplier’s product’s value and performance. Utilizing customer focus groups to evaluate value is covered in the sidebar. The method for creating a value model using field value assessments is described below.

Value Seen Through a Marketing Lens

Businesses and organizations must adapt to the changing trends in order to survive and succeed in the global marketing industry. Targeting a company’s ideal customer, however, always requires aligning businesses with their distinctive inherent value. Value marketing can be used in this situation.

Companies are increasingly basing their branding and marketing tactics on a specific set of beliefs, difficulties, or results that they are specifically positioned to assist their customers in overcoming. This relationship, which is based on providing value, is an outward-looking strategy that extends well beyond what a business sells. Value marketing aims to generate the best potential benefit for both a consumer and a provider while being driven by authenticity.

Businesses that comprehend client demands and can connect their special advantages and economic value to those needs will flourish. Customers are sick of being aggressively sold to through advertisements, gimmicks, and obtrusive promotions. Marketers must overcome the so-called “ad blindness” by thinking creatively and learning fresh perspectives on tried-and-true B2B marketing strategies.

A brand-new era of marketing is beginning, one in which the focus is constantly on the client and added value serves as the major pillar. In order for a company to shift its focus away from talking about itself and toward focusing on the wants and requirements of its customers, marketers must work to create relevant campaigns and helpful advertisements. The secret to effective value-added marketing is to prioritize the demands of the customer, link your solution’s exceptional capacity to alleviate their suffering with the benefits—qualitative or quantitative—they will derive from working with you.

Value marketing, sometimes referred to as customer-centric marketing, is focused on tactics that aim to go above and beyond the client’s expectations while fostering customer loyalty. Value marketing strategies seek to convert clients into ardent advocates who spread the word about goods and services.

Value-based marketing strategies aid companies and organizations in winning over clients. Your customers are more likely to engage with your brand if you can demonstrate that you comprehend their particular scenario, issues, or strategies and have the tools or capacity to assist them. Your clients will believe you genuinely practice what you teach and be willing to support you if you keep true to the promises your business offers. They will instantly regard your brand more if you live up to your words. They will be eager to endorse your goods or services.


Value selling is a popular strategy used by many businesses today to engage customers on a deeper level. But consider the effect on the sales process if marketing made use of the same ideas that customers find so attractive about value selling. What if marketers could apply the same advantages and impact measurements to their top-of-funnel initiatives? Imagine the improvement in lead quality, client conversion, pipeline, and ultimately revenue that would result from it.

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