Total Customer Value and Total Customer Cost
Total Customer Value
Total customer value is the bundle of benefits customer expect from a given product or service. It
included product value, service value, personnel value and image value.
Product value: It is generated by the basic attributes of product such as product quality,
packaging, design, functions, price along with advantages and benefits.
example:We all think we know the classic Nike marketing strategy.
“Just do it” comes to mind pretty quickly, as do Air Jordan sneakers, famous athlete
endorsements, and the swoosh logo. But is that really all there is to what Nike is doing? Or, is
there something deeper behind their strategy and tactics?
The Nike marketing strategy that most of us recognize isn’t the one that made them famous, at
least not in the early days. Discovering the Nike marketing strategy that put them on the map is
where the gold is. Furthermore, just like any true content marketing strategy, it isn’t really much
of a “strategy” at all. Like many similar success stories, it was as simple as providing real
customer value.
Service value: It is generated by support services offered along with the product. They can be
