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

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