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Value Mapping (Bradley T Gale)

Based around the work of Bradley T Gale this principle states that everyone buys on his or her judgement of how well a product or service meets his or her criterion for value, rather than on price or quality alone. Value is defined by the price/non-price ratio and it is subjectively determined by the customer and their perception of your product / service vs the competition.

The model is used to give the business a market view of the current situation against your competitor set. It determines which product / service elements are providing good value to your customers and which elements your customer would be prepared to pay more for.

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