Membership Marketing Blog: Your Membership Value Equation
JANUARY 19, 2012
Value = Benefits / Costs = (Functional benefits + Emotional benefits) / (Monetary costs + Time costs + Energy costs + Psychic costs) 1. Philip Kotler, Marketing Management, Prentice Hall; 11 edition (May 2002). There are five options according to logic and Kotler -- raise benefits, reduce costs, raise benefits and reduce costs, raise benefits by more than you raise cost, or lover benefits by less than you raise costs.