Creating Value from the Customer Oriented Marketing Point of View: As a Model of Value Delivery System

Abstract

Today, a firm's existence in the market depends on gaining customers and creating loyalty, which forces them to work customer oriented. But it is not easy to gain customers and maintain relations since they are always facing with lots of product and brand messages. Today's conscious consumer wants to know not only how the product meets her needs but also how it is differentiated from its competitors and what additional benefits it provides. In that point, new marketing approach aims to find out to what consumer called value, how it can be adapted to product and, how it can be communicated with most efficient way. Value Delivery System is an approach that aims to explain how to manage customer value with chooses the value, provide the value and communicate the value concepts.