The concept of marketing is aimed at pleasing customers (whether they are customers, organizations or consumers) by offering value. Through these evaluations, a supplier can create a value model for an individual customer or for a segment of the market, based on data collected from several customers in that segment. First, they can capitalize on the inevitable variation in customer requirements by offering flexible market offerings. Third, they can use their knowledge of how their market offerings provide value specifically to craft persuasive value propositions.
By creating and using what the authors call customer value models, suppliers can determine exactly how much their offers are worth to customers.