Strategic Plan and Powerpoint

DATE:&� PRODUCT&/&SERVICE:&� SEGMENT:& ©&2010&Urbany&and&Davis

CUSTOMER&VALUE&BASICS&

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©&copyright&2010&Urbany&and&Davis

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� Attribute& importance

Area&into&which& Attribute/&Reason& would&be&sorted

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©&copyright&2010&Urbany&and&Davis

… A ladder shows how features of our service are linked to customers’ deeper values. The secretary below, for example, appreciates Fed Ex’s on-time delivery because it gives her a sense of control and peace of mind. This understanding contributed to developing effective advertising for FedEx.

Attribute

Functional Conse- quence

Psycho- social conse- quence

Personal Value

Why do you rate satisfaction On-time delivery So highly for FedEx?

Why is on-time delivery Recipient knows important to you? we’re reliable

What do you get when the recipient knows Less worried, avoid we’re reliable? looking bad to boss

Why is less worry In control, important to you? peace of mind

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