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1
Market share
2
Introduction
Ch2
Brand development index Category development index
3
Market penetration 4
Heavy usage index 5
Awarness, attitudes & usage
6
Customer satisfaction & willingness to recommend 7
Net promoter 8
HA
RD
I 04
114
10
05
At the heart of great brand is a great product.
In chapter introduction
1 1
Ch2
2
Purpose: Key indicator of
market competitiveness.
Ch2 Marketing and customer value (philip k,
kevin k marketing management global edition 14e chapter 2)
The task of any business is to deliver customer value at a profit
2
Purpose: Key indicator of
market competitiveness.
Ch2
a = b / c b = a x c c = b / a
2
Purpose: Key indicator of
market competitiveness.
Ch2
case
2
Purpose: To assess a firm’s or a brand’s success and
its position in the market.
Ch2
3
.
Ch2
Brand development index Category development index
Purpose: To understand the relative
performance of a brand or category
within specified customer groups.
3
.
Ch2
Brand development index Category development index
Purpose: To understand the relative
performance of a brand or category
within specified customer groups.
3
.
Ch2
Brand development index Category development index
Purpose: To understand the relative
performance of a brand or category
within specified customer groups.
4 Ch
2 Market Penetration
4 Ch
2 Market Penetration
4 Ch
2 Share of Requirements
Purpose: To understand the source of market share in terms of breadthvand depth of consumer franchise, as well as the extent of relative categoryvusage (heavy users/larger customers versus light users/smaller customers).
4.1 Ch
2 Heavy Usage Index
Purpose: To define and measure whether a firm’s
consumers are “heavy users.”
Ch2
5
Purpose: To track trends in customer attitudes and
behaviors.
Ch2
5
Purpose: To track trends in customer attitudes and
behaviors.
Ch2
6
Purpose: Customer satisfaction provides a leading
indicator of consumer purchase intentions and
loyalty.
Ch2
7
Purpose: To assess the commitment of a firm’s or a
brand’s customer base.
Loyalty is grounded in a number of factors, including
■ Satisfied and influential customers who are willing to
recommend the brand.
■ Hidden values or emotional benefits, which are effectively
communicated.
■ A strong image for the product, the user, or the usage
experience.
Ch2
Flash by Hardi 041141005 MSM 8/2/2012