2
Ch
1
Introduction
2
Market share
4
Market penetration
5 Heavy usage index
6 Awarness, attitudes &
usage
satisfaction & willingness to
7 Customer
recommend
8 Net promoter
HARDI 041141005
Brand development index
3 Category development
index
At the heart of great brand is a
great product.
2
Ch
1
In chapter
introduction
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
Ch
2
Purpose: Key indicator of
market competitiveness.
2
Ch
2
Purpose: Key indicator of
market competitiveness.
a=b/c
b=axc
c=b/a
2
Ch
2
Purpose: Key indicator of
market competitiveness.
case
2
Ch
2
Purpose: To assess a firm’s or a brand’s success and
its position in the market.
3
.
2
Ch
Brand development index
Category development
index
Purpose: To understand the relative
performance of a brand or category
within specified customer groups.
3
.
2
Ch
Brand development index
Category development
index
Purpose: To understand the relative
performance of a brand or category
within specified customer groups.
4
2
Ch
Market Penetration
4
2
Ch
Market Penetration
4
2
Ch
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
2
Ch
Heavy Usage Index
Purpose: To define and measure whether a firm’s
consumers are “heavy users.”
2
Ch
5
Purpose: To track trends in customer attitudes and
behaviors.
2
Ch
5
Purpose: To track trends in customer attitudes and
behaviors.
2
Ch
6
Purpose: Customer satisfaction provides a leading
indicator of consumer purchase intentions and
loyalty.
2
Ch
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.
2
Ch
Flash by Hardi 041141005 MSM 8/2/2012