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Ch
                                             2



1   Introduction

2   Market share
  Brand development index
3 Category development



                                                 HARDI 041141005
  index
4   Market penetration

5 Heavy usage index
6 Awarness, attitudes &
    usage

7 Customer satisfaction & willingness to
  recommend

8 Net promoter
At the heart of great brand is a
great product.


Ch
  2



           1         In chapter

                 introduction
Marketing and customer value (philip k,
kevin k marketing management global edition 14e          Ch
                                                           2
                                           chapter 2)
     The task of any business is to deliver customer
                                     value at a profit




2
                                   Purpose: Key indicator of
                                    market competitiveness.
Ch
                               2


2
            Purpose: Key indicator of
             market competitiveness.




    a=b/c
    b=axc
    c=b/a
Ch
                          2


2
       Purpose: Key indicator of
        market competitiveness.
case
Ch
                                              2


2
    Purpose: To assess a firm’s or a brand’s success and
    its position in the market.
Ch
                                        2

3   Brand development index

.   Category development
    index
            Purpose: To understand the relative
            performance of a brand or category
            within specified customer groups.
Ch
                                        2

3   Brand development index

.   Category development
    index
            Purpose: To understand the relative
            performance of a brand or category
            within specified customer groups.
Ch
                                        2

3   Brand development index

.   Category development
    index
            Purpose: To understand the relative
            performance of a brand or category
            within specified customer groups.
Ch
                           2
4
    Market Penetration
Ch
                           2
4
    Market Penetration
Ch
                                                   2
4
    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).
Ch
                                             2
4.1
      Heavy Usage Index
      Purpose: To define and measure whether a firm’s
      consumers are “heavy users.”
Ch
                                                    2
5

    Purpose: To track trends in customer attitudes and
    behaviors.
Ch
                                                    2
5

    Purpose: To track trends in customer attitudes and
    behaviors.
Ch
                                            2
6


    Purpose: Customer satisfaction provides a leading
    indicator of consumer purchase intentions and
    loyalty.
Ch
                                                          2
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.
Ch
                                          2




Flash by Hardi 041141005 MSM 8/2/2012

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Share of hearts, minds and markets

  • 1. Ch 2 1 Introduction 2 Market share Brand development index 3 Category development HARDI 041141005 index 4 Market penetration 5 Heavy usage index 6 Awarness, attitudes & usage 7 Customer satisfaction & willingness to recommend 8 Net promoter
  • 2. At the heart of great brand is a great product. Ch 2 1 In chapter introduction
  • 3. Marketing and customer value (philip k, kevin k marketing management global edition 14e Ch 2 chapter 2) The task of any business is to deliver customer value at a profit 2 Purpose: Key indicator of market competitiveness.
  • 4. Ch 2 2 Purpose: Key indicator of market competitiveness. a=b/c b=axc c=b/a
  • 5. Ch 2 2 Purpose: Key indicator of market competitiveness. case
  • 6. Ch 2 2 Purpose: To assess a firm’s or a brand’s success and its position in the market.
  • 7. Ch 2 3 Brand development index . Category development index Purpose: To understand the relative performance of a brand or category within specified customer groups.
  • 8. Ch 2 3 Brand development index . Category development index Purpose: To understand the relative performance of a brand or category within specified customer groups.
  • 9. Ch 2 3 Brand development index . Category development index Purpose: To understand the relative performance of a brand or category within specified customer groups.
  • 10. Ch 2 4 Market Penetration
  • 11. Ch 2 4 Market Penetration
  • 12. Ch 2 4 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).
  • 13. Ch 2 4.1 Heavy Usage Index Purpose: To define and measure whether a firm’s consumers are “heavy users.”
  • 14. Ch 2 5 Purpose: To track trends in customer attitudes and behaviors.
  • 15. Ch 2 5 Purpose: To track trends in customer attitudes and behaviors.
  • 16. Ch 2 6 Purpose: Customer satisfaction provides a leading indicator of consumer purchase intentions and loyalty.
  • 17. Ch 2 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.
  • 18. Ch 2 Flash by Hardi 041141005 MSM 8/2/2012