Chapter 3 explains the value of customer-perceived value in a rapidly evolving marketplace. The Chapter argues that businesses are increasingly focused on understanding and meeting the needs of their customers rather than merely producing goods or services. The author defines customer perceived value as the difference between the benefits a customer receives from a product or service and the costs they incur to obtain it. The Chapter also discusses various marketing strategies and tools that companies can use to create and deliver value to their customers, such as identifying core competencies, implementing a holistic marketing orientation, and engaging in strategic alliances. Lastly, The Chapter highlights the importance of SWOT analysis as a tool for assessing a company's internal strengths and weaknesses and the external opportunities and threats it faces.

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