Summary: In marketing, you use the performance 14 to help identify, create, communicate, deliver, support, monitor, measure and sustain value.
The Performance 14 is like a big wrapper around the Company Value Line and the Product Value Line, each part helping identify, create, communicate, deliver, support, monitor and measure and sustain superior value.
Here they are again -
- Product
- Price
- Place
- Promotion
- Penetration
- People
- Policies
- Processes
- Property
- Perceptions
- Performance
- Partners
- Planning
- Priorities
In order to utilise the Company Value Line the best to support the Product Value Line and match it to the Consumer Value Line, the Performance 14 must be analysed along every step of it. In other words, the Performance 14 will affect identifying value differently to creating value, they will need to be looked at again for communicating value, as well as delivering value, supporting value, and finally for monitoring/measuring value and sustaining value too.
Now let’s look at these one by one and their component parts. In later Chapters we’ll come on to how we use them in each part of the Value Line.
Keep this list handy as you conduct market research later on – it will be one of the most valuable tools by your side.
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