Write a summary of the article to include the purpose of the article, how research was conducted (if...

Question

Write a summary of the article to include the purpose of the article, how research was conducted (if any), the results, and other pertinent information from the article. Additionally, respond to the questions below.

Aggregate company performance numbers are not always the best way to measure performance. What are the most useful performance criteria to determine how a company is doing along its strategic marketing process?
How does the author describe how a firm measures profitability at the individual customer level?
Why is this method for measuring customer value important?
Even though this article is written about the financial services industry, how might these principles be used in another industry?

Your response should be a minimum of two to three pages in length, and answers to the questions above should be formatted in essay format. Use APA style when writing your review. Cite any direct quotes or paraphrases from the article, and include any references used in your review on a reference page.

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Rudrani · Accepted Answer

Running Head: CUSTOMER VALUE
CUSTOMER VALUE (
3
)
Customer Value 
Name of the Student
Student ID
Name of the University
Author Note
The author of the paper, Breur (2006) states that if a customer value proposition (CVP) is carefully chosen it would be the most essential factor in creating customer value. The two concepts of value creation, one resulting from the part of the customer as well as the other one from viewpoint of the corporate that can be gained from consistent and deliberate focus on the main segments of the market and core competencies. The paper in discussion states the customer values is used in both the ways; either it is used in denoting the value that a customer receives after using a product or to denote the profit of a customer that is being generated from an organization or a company. Of the two, the one of the concepts is considered as the “soft” while the other one is considered as “hard” approach to value creation. The approach that is considered as soft seems to deal with the fact of just the ways of pleasing the customers, while the other one or the hard approach helps in dealing with creating the value of stakeholdes. In the following paper, the author has taken a holistic approach and embraces both the approaches in value creation. The author has considered the Systems Theory as it is capable of providing a framework in which both the values, for and from the customer can be integrated and studied in close proximity. 
The author states that there are many possible ways of measuring the corporate performances such as the market shares, profit, the rate of turnover, number of products that has been sold and many others. These criteria of performances are used in evaluating the achievement of the firm at a given period, periodically as well as continuously. The sales, market shares of the company and aggregate turnover are not capable of providing a clear description of the financial performance of the company. It is better not only to rely on the criteria that determine the performance of the firm at the individual level. Every business is mostly run based on the numbers. CRM,

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