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Week 1: Market share analysis I - Coggle Diagram
Week 1: Market share analysis I
Metric
measuring system: facilitate comparison and vital in explaining
used to
assess performance at each stage
of
marketing value chain
(p.4)
Model
represents a phenomenon (linear regression model)
requires us to
specify the relationship
between variables of interest
capture the
nature and strength of response to variables
helps us to
understand the drivers of variables
of interest
enables to
predict the future
and
changes in behavior in response to stimuli
model
needs
: validity, usability and utility for decision makers
AAU (p.8)
Awareness
: % of potential customers who
recognize
the brand (
table p.9
)
Attitudes
: combination of
consumers beliefs and their feelings towards a brand
(table p.13)
Perceived value rating (good value of money ...)
Quality perception rating
Relevance to customers
Likelihood of purchase
Usage
purchase intention
vs
purchase behavior
?
volume purchased
purchase frequency
Customer satisfaction
Satisfaction = Performance - Expectation
leading indicator
of
customer purchase intentions and loyalty
Sales and market share
indicate current firm performance
measuring
% of customers satisfied with the products (questionnaire, customer satisfaction index)
Willingness to recommend (
soft loyalty metric
)
Willingness to search - to avoid switching brand (
hard loyalty metric
)
Challenges involved (
p.17
)
Net Promoter Score
degree
to which current customers will
recommend
your product or service (from 0 to 10) (p.18)
Net Promoters (%) = Promoters (%) - Detractors (%)
0- 6: Detractors
7-8: Passive
9-10: Promoters
example: p. 20 - using
simultaneous equation
advantages (p.21)
most important
customer feedback metric
best
predictor of growth
limitations (p.24 - 25)
NPS = 0
detractors leave the firm