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.
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.
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.