蛇视人 Value creation Marketer's need to Identify new customer benefits from the customers view Utilize core competencies Select and manage business partners from its collaborative networks Business realignment may be necessary to maximize core competencies (Re)defining the business concept-big idea (Re)shaping the business scope-lines of business (Re)position the companys brand identity 2008-3-5 Marketing Management ( UG)2008-3-5 Marketing Management (UG) 14 Value Creation • Marketer’s need to: – Identify new customer benefits from the customer’s view. – Utilize core competencies. – Select and manage business partners from its collaborative networks. • Business realignment may be necessary to maximize core competencies. – (Re)defining the business concept—big idea. – (Re)shaping the business scope—lines of business. – (Re)position the company’s brand identity