Ch                                             21   Introduction2   Market share  Brand development index3 Category develo...
At the heart of great brand is agreat product.Ch  2           1         In chapter                 introduction
Marketing and customer value (philip k,kevin k marketing management global edition 14e          Ch                        ...
Ch                               22            Purpose: Key indicator of             market competitiveness.    a=b/c    b...
Ch                          22       Purpose: Key indicator of        market competitiveness.case
Ch                                              22    Purpose: To assess a firm’s or a brand’s success and    its position...
Ch                                        23   Brand development index.   Category development    index            Purpose...
Ch                                        23   Brand development index.   Category development    index            Purpose...
Ch                                        23   Brand development index.   Category development    index            Purpose...
Ch                           24    Market Penetration
Ch                           24    Market Penetration
Ch                                                   24    Share of Requirements    Purpose: To understand the source of m...
Ch                                             24.1      Heavy Usage Index      Purpose: To define and measure whether a f...
Ch                                                    25    Purpose: To track trends in customer attitudes and    behaviors.
Ch                                                    25    Purpose: To track trends in customer attitudes and    behaviors.
Ch                                            26    Purpose: Customer satisfaction provides a leading    indicator of cons...
Ch                                                          27           Purpose: To assess the commitment of a firm’s or ...
Ch                                          2Flash by Hardi 041141005 MSM 8/2/2012
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Share of hearts, minds and markets

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Share of hearts, minds and markets

  1. 1. Ch 21 Introduction2 Market share Brand development index3 Category development HARDI 041141005 index4 Market penetration5 Heavy usage index6 Awarness, attitudes & usage7 Customer satisfaction & willingness to recommend8 Net promoter
  2. 2. At the heart of great brand is agreat product.Ch 2 1 In chapter introduction
  3. 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 profit2 Purpose: Key indicator of market competitiveness.
  4. 4. Ch 22 Purpose: Key indicator of market competitiveness. a=b/c b=axc c=b/a
  5. 5. Ch 22 Purpose: Key indicator of market competitiveness.case
  6. 6. Ch 22 Purpose: To assess a firm’s or a brand’s success and its position in the market.
  7. 7. Ch 23 Brand development index. Category development index Purpose: To understand the relative performance of a brand or category within specified customer groups.
  8. 8. Ch 23 Brand development index. Category development index Purpose: To understand the relative performance of a brand or category within specified customer groups.
  9. 9. Ch 23 Brand development index. Category development index Purpose: To understand the relative performance of a brand or category within specified customer groups.
  10. 10. Ch 24 Market Penetration
  11. 11. Ch 24 Market Penetration
  12. 12. Ch 24 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. 13. Ch 24.1 Heavy Usage Index Purpose: To define and measure whether a firm’s consumers are “heavy users.”
  14. 14. Ch 25 Purpose: To track trends in customer attitudes and behaviors.
  15. 15. Ch 25 Purpose: To track trends in customer attitudes and behaviors.
  16. 16. Ch 26 Purpose: Customer satisfaction provides a leading indicator of consumer purchase intentions and loyalty.
  17. 17. Ch 27 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 torecommend the brand.■ Hidden values or emotional benefits, which are effectivelycommunicated.■ A strong image for the product, the user, or the usageexperience.
  18. 18. Ch 2Flash by Hardi 041141005 MSM 8/2/2012

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