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Module Description: Creating differentiated successful products and services for growth. The "Creating Value" module explores how value is created and delivered in marketing – and in business overall. You will begin with an overview of product mix management and the development of new offerings, focusing on the diversity and dynamics of product portfolios. Key topics include product characteristics and classifications, customer-value hierarchy, and various product differentiation strategies, including design and services. The module also examines the interplay between products and brands, product line management, and pricing strategies. We will touch on the concepts of new product management, emphasizing innovation, the new product development process, and the consumer-adoption process. It also covers product life-cycle marketing strategies. The module further delves into the unique aspects of marketing services, discussing service quality management and post-sale strategies. Strategic pricing is explored, detailing how prices are set, adapted, and how companies respond to market changes. Value delivery is another major theme, focusing on the development and management of marketing channels and value networks, including e-commerce and m-commerce considerations. It also covers retailing, wholesaling, and logistics, touching on modern retail environments, wholesaler trends, and logistics management. The module provides a comprehensive understanding of value creation and delivery in marketing.