TY - JOUR
T1 - SOMETHING OF VALUE
T2 - A VALUE PROPOSITION EXERCISE FOR THE MARKETING CLASSROOM
AU - Dingus, Rebecca
AU - Milovic, Alex
N1 - Publisher Copyright:
© 2019, Copyright © 2019 Society for Marketing Advances.
PY - 2019/4/3
Y1 - 2019/4/3
N2 - Gone are the days of transactional marketing, and here to stay are increased expectations for marketers to act as trusted advisors while providing value customized specifically to each customer. Accordingly, marketers must clearly identify the competitive advantage of their products or services, and they need to be sure this competitive advantage is valuable in the eyes of the customer. This paper focuses on teaching students to adopt such a perspective when developing customer-focused solutions, as well as to train them on creating an actual value proposition. An exercise is presented, with data demonstrating its effectiveness for teaching value propositions.
AB - Gone are the days of transactional marketing, and here to stay are increased expectations for marketers to act as trusted advisors while providing value customized specifically to each customer. Accordingly, marketers must clearly identify the competitive advantage of their products or services, and they need to be sure this competitive advantage is valuable in the eyes of the customer. This paper focuses on teaching students to adopt such a perspective when developing customer-focused solutions, as well as to train them on creating an actual value proposition. An exercise is presented, with data demonstrating its effectiveness for teaching value propositions.
UR - http://www.scopus.com/inward/record.url?scp=85066605965&partnerID=8YFLogxK
U2 - 10.1080/10528008.2019.1610898
DO - 10.1080/10528008.2019.1610898
M3 - Article
AN - SCOPUS:85066605965
SN - 1052-8008
VL - 29
SP - 119
EP - 124
JO - Marketing Education Review
JF - Marketing Education Review
IS - 2
ER -