marketing

According to Michael Porter value is the chain of activities for a company that operates in a specific industry. The idea of the value chain is based on the idea of seeing a manufacturing (or service) organization as a system, made up of subsystems each with inputs, transformation processes and outputs. In Porter's value chains, Inbound Logistics, Operations, Outbound Logistics, Marketing and Sales and Service are categorized as primary activities. Secondary activities include Procurement, Human Resource management, Technological Development and Infrastructure. Porter suggested that going through the chain of organization activities will add more value to the product and services than the sum of added cost of these activities. And thus, the company will gain marginal value for that product or service. If these activities run efficiently the company gains competitive advantage on the product or service. For this case the customers should transact the product or services willingly and provide return on value to the organization.
• Holistic Marketing orientation can also provide insight into the process of capturing customer value. One conception of holistic marketing views it as integrating the value exploration, value creation, and value delivery activities with the purposes of building long-term, mutually satisfying relationships and co-property among key stakeholders. According, to this view, holistic marketers succeed by managing a superior value chain that delivers a high level of product quality, service, and speed. Holistic marketers achieve profitable growth by expanding customer share, building customer loyalty, and capturing customer lifetime value.
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• Suggestion to structure a marketing plan to implementation the above concepts:
Step-1: Depending on the business model, we have to find the organizational the value chain activities.
Step-2: The defined value chain activities have to be assigned into proper value added business function.
Step-3: