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Executive Summary There is no accurate and certain answer to define customer value and how much a customer worth is This report will discuss this issue in detail The report is mainly divided into four parts Part one gives different definitions and viewpoints of customer value from different authors practitioners and consultants These definitions are presented in different situations Part two present several methods to measure customer value Part three explains the suitable definition measurement for business to consumer In addition the way how to create and deliver customer value in the consumer marketplace will be recommended Part four includes conclusions and recommendations for the report and for the B2C This report aims to give suitable definitions and measurements for the SBU ---- B2C From the report it shows that different persons consider customer value in various ways so there are different measurements In this situation when a company does a business it must clearly understand customer value in its portfolio in order to achieve business successfully 1Introduction 11The report has been prepared to define and measure customer value and to offer methods to create and deliver it effectively The report has been required by a holding company and prepared by a marketing consultant 12 The repot is intended to help the company understand what customer value is and how it can be measured created and delivered valuably 13 For business to consumers it is kind of relationship in the consumer market Nowadays it is frequently used in the e-commerce Indeed the issue has been studied by many companies according to their CEO or director in three industries like Steve Hawco Chris McCann and Laura Katz Santorelli 14 The repot mainly includes four parts The first part talks about the different definitions The second part deals with the various measurements The third part discusses the definition and measurement for business to consumers and offers the recommendations to it 2 Methodology 21 Research information for
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