Value-Marketing Model

This chapter describes the underlying concepts of the value marketing method, details how to perform value marketing and introduces the “Blackblot Value-Marketing Model”, a collective name for several work models and their supporting definitions. Marketing is an instructive business domain that serves to inform and educate target markets about the value and competitive advantage of a company and its products. Within the larger scope of its definition, marketing is performed through the actions of three coordinated disciplines named product marketing, corporate marketing, and marketing communications. The goal of the product marketing discipline is to generate product awareness, differentiation, and demand. Three principal methods are used to achieve product marketing’s goal and each of them emphasizes one of the various aspects of the product: price, features, or value. The value emphasis method is called value marketing. The “Blackblot Value-Marketing Model” components identify, map, and structure the process and different activities necessary to execute the value marketing method. This chapter also builds on the concepts and terminology previously introduced in the “Who’s Driving Your Company?”, “Product Management Team”, and “Concept of Marketing” chapters.