marketing b2b chap005[2]
TRANSCRIPT
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McGraw-Hill/Irwin Copyright 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
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Part TwoFoundations for
Creating Value
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McGraw-Hill/Irwin Copyright 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
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Market Opportunities:
Current and Potential Customers
Chapter
Five
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McGraw-Hill/Irwin Copyright 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
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Key Points
Finding opportunities
Market segmentation
Market assessment tools Market share estimation
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Finding opportunities
Fitness or advantage
Current Customers Account retention
Customer Maximization Account penetration
New Products Network Payoffs
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Network opportunities
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Opportunities with customers
Empathetic dialogue Active listening problem solving
Data warehousing
Data mining Customer research
Focus groups Surveys
Sugging surveys to sell
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Opportunities New customers
Customer Lifetime Value
Search for look-alikes Decile report
New markets Market research
Customer management
Acquisition of new customers
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Lifetime Value Anaysis
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10Market segmentation
SIC v NAICS
Criteria Identifiable
Accessibility
Substantial
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11Perceptual Maps
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12Market assessment tools
Scenarios
Buildup approach or factoring
Statistical series
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13Statistical Series
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14Market share estimation
Development Tree
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15Homework
Chapter 5 # 11
Chapter 6 #7
Chapter 7 #6