THE CREATION OF CUSTOMER VALUE AT THE MEN'S WAREHOUSE
This research considers the creation of customer values at The Men's Warehouse company. The creation of customer values at the company are considered in two contexts. First, customer values now being created at the firm are identified. Second, additional customer values that could be developed at the firm are proposed.
The creation of customer values at The Men's Warehouse company is considered within the spheres of (1) product characteristics, (2) marketing systems, and (3) The Men's Warehouse employees (the company's people). Customer value in these contexts is defined as something of value to the customer that will cause the customer to be a repeat shopper at the company.
Customer Values Now Being Created At
Customer values now being created at The Men's Warehouse company are identified in this discussion. These values are considered in the spheres of (1) product characteristics, (2) marketing systems, and (3) The Men's Warehouse employees (the company's people).
Product Characteristics A product is defined as anything offered for exchange to another person or company including physical objects, services, places, organizations, and ideas (Murphy and Enis, 1990, pp. 3, 24). Consumers typically recognize five distinctive product characteristics quality level, features, styling, brand name, and packaging (Kotler, 1991, pp. 157 158). Depending upon the type of product involved physical, service, and so forth, not all of these characteristics will be applicable in the marketing of each product, but one or more of the attributes will apply to the marketing of any product. Quality level is a product characteristic used extensively by The Men's Warehouse firm to create customer value. The company makes a solid effort to assure that low quality level products are not sold through its stores.
Styling is a second product characteristic used by The Men's ...