(15) Father of Modern Marketing - Modern Fundamentals - Philip Kotler Malayalam by Praveen Calvin
In this segment Praveen Calvin explains that contemporary intelligent marketers no longer focus on merely selling products; instead they sell comprehensive benefit packages. He emphasizes that marketers must deliver both purchase value (the immediate value perceived at the point of sale) and usage value (the ongoing value a customer experiences while using the product). By "packaging" these values, marketers create a bundled offering that highlights the total benefits a customer receives, shifting the focus from the product itself to the overall value proposition.
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