What is the difference between a marketing manager and a customer value manager?are they related?

Marketing management is a business discipline which is focused on the practical application of marketing techniques and the management of a firm's marketing resources and activities. Globalization has led firms to market beyond the borders of their home countries, making international marketing highly significant and an integral part of a firm's marketing strategy.[1] Marketing managers are often responsible for influencing the level, timing, and composition of customer demand accepted definition of the term. In part, this is because the role of a marketing manager can vary significantly based on a business's size, corporate culture, and industry context. For example, in a large consumer products company, the marketing manager may act as the overall general manager of his or her assigned product.[2] To create an effective, cost-efficient marketing management strategy, firms must possess a detailed, objective understanding of their own business and the market in which they operate.[3] In analyzing these issues, the discipline of marketing management often overlaps with the related discipline of strategic planning.

In marketing, a customer value proposition (CVP) consists of the sum total of benefits which a vendor promises a customer will receive in return for the customer's associated payment (or other value-transfer).

Customer Value Management was started by Ray Kordupleski in the1980s and discussed in his book, Mastering Customer Value Management. A customer value proposition is a business or marketing statement that describes why a customer should buy a product or use a service. It is specifically targeted towards potential customers rather than other constituent groups such as employees, partners or suppliers. Similar to the unique selling proposition, it is a clearly defined statement that is designed to convince customers that one particular product or service will add more value or better solve a problem than others in its competitive set.[1

Quite good answers are already given here. I just want to add here that in my personal experience, many mid-size companies give this added resposnibility of CVM to their MM. I tend to agree as this practice serves them well. Unless company has vast and varrying product ranges and customers, key account and marketing managers can economically serve the purpose

Marketing Manager

Marketing plays an important role in almost every industry sector. In its simplest form, it is about ensuring that customers' needs are met whilst maximising the profits of a company. A marketing manager's responsibilities can vary enormously, but will always have this as a central objective.

Daily tasks and duties will depend on the company size, structure and industry sector but may include:

• monitoring and analysing market trends
• studying competitors' products and services
• exploring ways of improving existing products and services, and increasing profitability
• identifying target markets and developing strategies to communicate with them.

Customber Value Manager

Customer value management, is a collection of processes that organizations use to track, oversee and optimize all customer interactions. CVM is an efficient way to manage the customer "life cycle," which includes all the steps customers go through when interacting with organizations. The major goal of CVM is to foster customer loyalty through high-quality interactions at each step. Customer value managers are the people responsible for improving the experiences customers have with organizations, with the goal of increasing customer satisfaction.

A good Customer Value Manager should be responsible for

1.  Asking customers in your target market what they're looking for when they do business with vendors
2. Determining how customers in your target market rate the value you provide relative to the value provided by your competitors
3. Deciding what changes on your part will have the greatest positive impact on customers' perception of the relative value of your offering
4. Aligning people and processes in a common focus to deliver value
5. Providing a consistent flow of data and information to keep them aligned
6. Winning with customers, with employees and with shareholders

A good Marketing Manager should be responsible for

1. have knowledge of a wide range of marketing techniques like marketing plan ,strategy and its related drive concepts
2. be an excellent communicator
3. be able to respond well to pressure
4. think creatively
5. be interested in what motivates people

Dear Amer,

In an economy where products, marketing campaigns and even sales channels are transitory,business managers increasingly recognize customer relationships as the key to enduring profit.

Customer value management is managing each customer relationship with the goal of achievingmaximum lifetime profit from the entire customer base. Customer value management enablescompanies to take full advantage of the economics of loyalty by increasing retention, reducingrisk, and amortizing acquisition costs over a longer and more profitable period of engagement.

CVM shifts the focus of the enterprise from managing products or marketing campaigns tomanaging the profitability of each individual customer over the entire life of the relationship.While CVM can and does lead to better product offerings and more targeted campaigns, acustomer value manager will ask different questions than a traditional marketing manager.Instead of asking, “Who will respond to a10% off promotion?”, a customer value manager isdriven to understand, “Who is this customer, and what can I offer to increase their lifetimevalue?”.

Regards, 

Hany Sewilam Abdel Hamid

Business Development Manager

Entrepreneurship Coach & Consultant              

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