In [[Marketing Strategy and Organization: Building Sustainable Business]] the CODA (Customers Outlook on Diffentiating Advantages) framework contains four types of [[Sustainable Competitive Advantage]]:
# The ''//Product/Service//'' refers tothe functional core benefit which the prodicut or service offers to the customers. //What do you offer?//
# ''//Customer Processes//'' are the interactions between the organisation and its customers. //How and where do you offer it?//
# ''//Price//'' is the sum of financial and non-financial costs a customer incures when buying. //What are the costs to the customer?//
# ''//Image//'' refers to the awareness, the beliefs, the ideas or the impression which customers hold about an organisation. //What do you represent?//

<<image /static/files/MBI/Module%2011/CODA.png width:500>>

Possible customer benefits include:
''Products and services''
* Reliability and consistency
* Environmental safety
* Functional performance
* Styling and design
* Compatibility
* User convenience
''Customer Processes''
* Serviceability
* Pre-transaction process
* Transaction processes
* Post-transaction processes
* Professionalism
''Image benefits''
* Empathy
* Availability in the channels
* Product image
* Brand image
* Corporate reputation
* User community
''Price Benefits''
* Switching costs
* Disposal costs
* Acquisition costs
* Operating costs
* Bundling and complementaries
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marketing_public
created
Fri, 14 Jan 2011 12:34:54 GMT
creator
dirkjan
modified
Fri, 14 Jan 2011 12:34:54 GMT
modifier
dirkjan
tags
M11
Marketing Strategy and Organization: Building Sustainable Business
Model
Term
creator
dirkjan