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Customer Perceived Value in Marketing Study Guide

This guide explains Customer Perceived Value (CPV), a core marketing concept. It breaks down the components of perceived benefits, including product features, service quality, personnel interaction, and brand image. It also details the various costs consumers consider, such as monetary price, time investment, physical effort, and psychological stress. Through examples and a summary matrix, the guide illustrates how businesses can analyze and enhance CPV to meet customer expectations and gain a c

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Marketing Study Guide

Marketing Research, Segmentation, and Product Management

Covers global market entry, trade barriers, marketing research processes (exploratory, descriptive, causal), data sources (primary, secondary), sampling, segmentation variables (geographic, demographic, psychographic), targeting strategies (undifferentiated, differentiated, concentrated), positioning, new product development, product life cycles, adopter categories, service quality, brand equity, product mixes, product lines, line extensions, and brand extensions.

  • tariffs
  • quotas
  • exporting
  • licensing
  • joint ventures
  • direct investments
  • primary research
  • secondary research
  • internal data
  • external data
  • focus group
  • sampling
  • statistical inferences
  • exploratory research
  • descriptive research
  • causal research
  • market segmentation
  • geographic segmentation
  • demographic segmentation
  • psychographic segmentation

Marketing Foundations

Customer Perceived Value

Understand how customers weigh total benefits (product, service, personnel, image) against total costs (monetary, time, energy, psychic) to determine value.

  • Customer Perceived Value (CPV)
  • Total Customer Benefits
  • Total Customer Costs
  • Product Benefits
  • Service Benefits
  • Personnel Benefits
  • Image Benefits
  • Monetary Costs
  • Time Costs
  • Energy Costs
  • Psychic Costs
  • Value Equation

The Marketing Mix (4Ps)

Master the four controllable variables—Product, Price, Place, and Promotion—used to implement marketing strategies.

Marketing Philosophies

Trace the evolution of business orientations from production and product concepts to the modern marketing and societal marketing concepts.

Product Lifecycle Management

Learn how marketing tactics must evolve through the Introduction, Growth, Maturity, and Decline stages to manage sales and profitability.

Pricing Strategies and Models

Master different approaches to setting prices, including cost-based, value-based, and tactical models like skimming and penetration pricing.

Distribution and Integrated Communications

Understand how to manage distribution channels (Place) and use the promotional mix to deliver a consistent brand message (IMC).

Strategic Marketing Planning

Environmental and SWOT Analysis

Learn how to use PESTEL to scan the macro-environment and SWOT to align internal capabilities with external realities.

Competitive Advantage & VRIO

Understand how to achieve cost leadership or differentiation and use the VRIO framework to ensure advantages are sustainable.

Targeting and Consumer Behavior

The STP Model

Learn how to segment markets, select target audiences, and position a brand's image in the consumer's mind.

Consumer Decision-Making Process

Understand the five stages of the buyer journey, from need recognition to post-purchase evaluation and cognitive dissonance.

Digital & Ethical Marketing

E-commerce & Social Media

Understand digital marketplace models (B2B, B2C, etc.) and how social media dynamics like engagement and algorithms drive brand interaction.

Marketing Data Analytics

Master key performance indicators like CTR, Conversion Rate, CAC, and ROAS to optimize digital marketing performance.

Digital Marketing Ethics

Learn about data privacy (GDPR), transparency, and the importance of avoiding deceptive practices like dark patterns and greenwashing.

Make it your own.

Keep these readings and topics in a new study set, or add them to one you already use.

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