1. The document discusses various marketing indices and their purposes, including brand development index, category development index, market penetration, heavy usage index, awareness/attitudes/usage tracking, customer satisfaction and recommendation willingness, and net promoter score. 2. Key indices discussed include the brand development index and category development index, which assess brand and category performance within customer groups, and heavy usage index, which defines and measures whether a firm's consumers are heavy users. 3. Other indices addressed are market penetration, awareness/attitude tracking, customer satisfaction and recommendation willingness, and net promoter, all of which provide indicators of customer value, competitiveness, trends, purchase intentions and loyalty.

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