Back in 1997, villi le most people were slili fumb'irig wilh programming their VCRs. rietllix founder Reed Hastings became convinced that DVDs were liie home video medium of the full re. He raised SI 20 million, attracted hundreds of thousands of customers, and took the company public in 2002. gaining anoiner£90 million. Nelllix has distinctive capabiliHes that promise to keep the company on top even as competitor like Blockbuster and Wal-Mart try to muscle in on its twi. One of (he company"? investors says lhai N'etfiix is really a sophisticated software company masquerading as a DVD rental service. The company lias fine-tuned its file recommendalmn software, merchandising, arid inventory control system to such a degree that new orders are automatically gen-eraied even as 1he old orders ane returned In addition, ail 12 of the company's DVD distribution centers can be m polled before a customer is told that the movie he or she wants next is out of stock.

George Day see;; market-driven organizations as excel I i up in three distinctive capabilities; market sensing, customer linking, and channel btyjtding.-^

Competitive advantage ultimately derives from how well tlie company lias fitted its corc competencies and distinctive capabilities in in liphily interlocking "activity systems." Competitors And it hard io imitate companies such as Scut Invest Airlines, Dell, or IKEA because they are unable locopy their activity systems.

A Holistic Marketing Orientation and Customer Value

A bolide marketing urieination can also provide insight inio the process of capturing customer value. Out' conception of holistic marketing views it as "Integrating the value exploration, value creation, and value deliver,' activities with the purpose of building long-term, mutually satisfying relationships and co-prosperity ampng kev stakeholders."1 * According lo ibis view, holistic marketers succeed by managing a superior value chain that delivers a high I eve] of product tpjality, service, and speed- Holistic marketers achieve profitable growth by expanding customer share, building customer loyally, ami capturing customer lifetime value. Figure 2,3, a holistic marketing framework, shows how the interaction between relevant actors (customers, company, and collaborators) and value-based activities (value explosion, value creation, and value delivery) helps to create, maintain, and renew customer valoe.

Salehoo Secrets and Tips

Salehoo Secrets and Tips

As with any web site, SaleHoo has a number of features that will help you in buying products from around the world. Once you have an account on SaleHoo, which only costs a one-time fee, you can establish up to twenty named searches for products. After that, any time those items become available, you’ll be alerted.

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