C/M/398. The concept of customer value has recently come in for considerable attention from marketing researchers. Compare and contrast the "give-get" and "means-end-chain" approaches to customer value in a consumer market (e.g. a private car purchase) and a business-to-business market (e.g. the market for OEM automotive components)

This study is primarily based on a marketing analysis of B2B business to business and B2C business to consumer marketing approaches and the role of customer value in business transactions. The definition of customer value has been considered as important and the focus is on improving customer satisfaction by understanding customer needs and expectations. The give get approach and means end chain models are considered within the realms of buying behaviour and the emphasis given in this discussion is on maintaining customer loyalty and prevent switching behaviour and to develop and retain the positive attributes of relationship marketing.