Podcast
Questions and Answers
What is the primary focus of a market-oriented culture?
What is the primary focus of a market-oriented culture?
- Minimizing operational costs
- Continuous creation of superior customer value (correct)
- Increasing market share through aggressive advertising
- Maximizing product sales
Which of the following is NOT one of the three major components of market orientation?
Which of the following is NOT one of the three major components of market orientation?
- Customer orientation
- Supplier management (correct)
- Competitor focus
- Cross-functional coordination
What is the goal of Customer Value Management (CVM)?
What is the goal of Customer Value Management (CVM)?
- To achieve maximum lifetime profit from the entire customer base (correct)
- To create the most innovative products
- To manage advertising campaigns effectively
- To increase the number of transactions from each customer
During the customer needs assessment process, which method is primarily utilized?
During the customer needs assessment process, which method is primarily utilized?
How does Customer Value Management differ from traditional marketing management?
How does Customer Value Management differ from traditional marketing management?
What is the initial focus when starting the customer value management cycle?
What is the initial focus when starting the customer value management cycle?
Why can small purchase customers sometimes be considered high-value?
Why can small purchase customers sometimes be considered high-value?
What is a crucial factor in developing the right relationship with customers?
What is a crucial factor in developing the right relationship with customers?
What should companies avoid when acquiring new customers?
What should companies avoid when acquiring new customers?
What can deep analysis of your current customers help identify?
What can deep analysis of your current customers help identify?
Flashcards
Market Orientation
Market Orientation
A business culture fully committed to continuously creating superior customer value.
Customer Orientation
Customer Orientation
A key component of market orientation, involving understanding and responding to customer needs, wants, and expectations.
Competitor Focus
Competitor Focus
A core aspect of market orientation, involving analyzing competitor strengths and weaknesses to gain a competitive advantage.
Cross-Functional Coordination
Cross-Functional Coordination
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Customer Value Management (CVM)
Customer Value Management (CVM)
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Right Customers (Acquisition)
Right Customers (Acquisition)
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Right Relationship (Development)
Right Relationship (Development)
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Right Retention (Keeping Valuable Customers)
Right Retention (Keeping Valuable Customers)
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Deep Customer Analysis
Deep Customer Analysis
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Break-Even Period
Break-Even Period
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Study Notes
Customer Orientation Fundamentals
- Market-oriented cultures are crucial for creating sustainable competitive advantages.
- Market orientation focuses on continuously creating superior customer value by collecting and coordinating information on customers, competitors, and other market influencers.
- Three key components of market orientation are: customer orientation, competitor focus, and cross-functional coordination.
Steps to Build Customer Orientation
- Customer Needs Assessment: This involves using market research and surveys to understand customer needs.
- Competitor Analysis: Analyzing competitors' strategies and actions is important.
- Customer Segmentation: Identifying distinct customer groups based on shared characteristics.
- Developing/Launching Products with Better Customer Value Management: Managing each customer relationship to maximize lifetime profit from the entire customer base.
- Customer Value Management (CVM): Aims to increase the overall value of the customer base by managing individuals' profitability to maximize total customer lifetime value. CVM focuses on managing the profitability of each individual customer throughout the entire relationship, rather than just managing products or campaigns.
Customer Value Management Cycle
- Right Customers (Acquisition): Attracting customers who will be highly valuable to the business, often those who will do repeat business.
- Right Relationship (Development): Fostering relationships with customers to maximize their value, by tailoring offers and interactions to meet individual needs.
- Right Retention (Keeping Valuable Customers): Keeping valuable customers by understanding their needs, offering personalized experiences, and maximizing their lifetime value.
Lifetime Value (LTV)
- LTV is calculated as purchase size multiplied by frequency and duration.
- Increasing the size, frequency, and duration of customer purchases is key to increasing lifetime value.
- Loyalty measures aid in estimating customer lifetime before the relationship ends.
Right Retention
- Focusing resources on high-value customers is crucial for retention. This avoids wasted resources on less valuable customers.
- Analyzing lifetime value helps determine which customers are most valuable and why.
- Communicating consistently but not redundantly with customers across all contact points ensures a positive experience.
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