Valuing Brands and Brand Equity: Methods and Processes
... Cost-based approaches consider the costs associated with creating the brand or replacing the brand, including research and development of the product concept, market testing, promotion, and product improvement. The accumulated cost approach will determine the value of the brand as the sum of accumul ...
... Cost-based approaches consider the costs associated with creating the brand or replacing the brand, including research and development of the product concept, market testing, promotion, and product improvement. The accumulated cost approach will determine the value of the brand as the sum of accumul ...
Advances in Environmental Biology
... Customers have higher expectations for products and services with the rapid technological development and emerging new products. At the same time, customers have more choices for products because they acquire more and more information and knowledge than before. The service sector is playing an incre ...
... Customers have higher expectations for products and services with the rapid technological development and emerging new products. At the same time, customers have more choices for products because they acquire more and more information and knowledge than before. The service sector is playing an incre ...
STIGA`s Integrated Multiple Selling Channels in China`s Table
... of STIGA in the niche market as China’s table tennis equipment market. In this research, authors focuses on the questions such as how to develop a customaries B2C selling channel and how to integrate the internet retailing channel with its traditional channel in China’s market. The authors carry thr ...
... of STIGA in the niche market as China’s table tennis equipment market. In this research, authors focuses on the questions such as how to develop a customaries B2C selling channel and how to integrate the internet retailing channel with its traditional channel in China’s market. The authors carry thr ...
meddelanden från
... shown by Friend and Kravis (1957). However, towards the end of the 1950’s the median income of American blue-collar workers and white-collar workers had started to converge. Thus, income became less useful as a segmentation criterion. It was soon assumed that it was in fact the norms of a social cla ...
... shown by Friend and Kravis (1957). However, towards the end of the 1950’s the median income of American blue-collar workers and white-collar workers had started to converge. Thus, income became less useful as a segmentation criterion. It was soon assumed that it was in fact the norms of a social cla ...
Journal of Service Research - Darden Blogs
... The critical facets of a customer’s behavior are acquisition, retention/defection, development, and their costs. Acquisition refers to a prospect making their first ever (or first in a long time in the case of a lapsed customer) purchase with a firm. Retention refers to a customer’s repeat purchase ...
... The critical facets of a customer’s behavior are acquisition, retention/defection, development, and their costs. Acquisition refers to a prospect making their first ever (or first in a long time in the case of a lapsed customer) purchase with a firm. Retention refers to a customer’s repeat purchase ...
A Leadership Perspectives White Paper
... profits and loyal customers also offer the CFO the best prospect for growth as they are soft candidates for up-selling or cross-selling opportunities for new products and services. Customers of businesses considered to deliver better than the industry norm in customer experience (and in the top quar ...
... profits and loyal customers also offer the CFO the best prospect for growth as they are soft candidates for up-selling or cross-selling opportunities for new products and services. Customers of businesses considered to deliver better than the industry norm in customer experience (and in the top quar ...
Tanja Mäkelä B2B MARKETING PLAN FOR FLYING STARS
... Stars services and to find out what kind of factors they value in a destination management company. Four companies replied and they were all interested in cooperating with Flying Stars. The companies and their responses are reported and analyzed in chapter 6, together with the introduction of the re ...
... Stars services and to find out what kind of factors they value in a destination management company. Four companies replied and they were all interested in cooperating with Flying Stars. The companies and their responses are reported and analyzed in chapter 6, together with the introduction of the re ...
Building Customer Relationships
... organization. Retention yields profitability but must be balanced to maximize value. When an organization spends too much on growing its customer base, it may never be profitable. When an organization stops adding customers to its database, the database shrinks through attrition and changes in custo ...
... organization. Retention yields profitability but must be balanced to maximize value. When an organization spends too much on growing its customer base, it may never be profitable. When an organization stops adding customers to its database, the database shrinks through attrition and changes in custo ...
The Value-Based Customer Relationship Management
... Another important business deriver is the customer retention and the understanding of customer channel preferences. A firm has limited resources and must use it effectively by not wasting the marketing budget on consumers who don’t buy products or services. Thus, the main focus ought to be on the lo ...
... Another important business deriver is the customer retention and the understanding of customer channel preferences. A firm has limited resources and must use it effectively by not wasting the marketing budget on consumers who don’t buy products or services. Thus, the main focus ought to be on the lo ...
Multiple Choice Questions
... A) people who believe in protecting the environment but who really don't know how to go about it B) people who like clean clothes, but don't use any detergent additives C) people who have at one time in their life owned or used a Whirlpool product D) people who need a new washer E) people living in ...
... A) people who believe in protecting the environment but who really don't know how to go about it B) people who like clean clothes, but don't use any detergent additives C) people who have at one time in their life owned or used a Whirlpool product D) people who need a new washer E) people living in ...
BE 200 - منتديات طلاب الجامعة
... • Stars: High-growth, high-share businesses or products that often require heavy investment to finance their rapid growth. • Cash cows: Low-growth, high-share businesses or products; established and successful units that generate cash that the company uses to pay its bills and support other business ...
... • Stars: High-growth, high-share businesses or products that often require heavy investment to finance their rapid growth. • Cash cows: Low-growth, high-share businesses or products; established and successful units that generate cash that the company uses to pay its bills and support other business ...
What Is Marketing?
... costs of producing the offering and provide input on how it should be priced. Apple’s operations group needed to evaluate the manufacturing requirements the iPhone would need. The company’s logistics managers had to evaluate the cost and timing of getting the offering to retailers and consumers. App ...
... costs of producing the offering and provide input on how it should be priced. Apple’s operations group needed to evaluate the manufacturing requirements the iPhone would need. The company’s logistics managers had to evaluate the cost and timing of getting the offering to retailers and consumers. App ...
The effects of advertising on innovation, quality and consumer choice
... available to the consumer today far exceed those available in any previous period of human history, some questions remain. Does endless product proliferation lead to undesirable complexity or increased costs to the consumer? What is the role played by advertising (if any) in the process of innovatio ...
... available to the consumer today far exceed those available in any previous period of human history, some questions remain. Does endless product proliferation lead to undesirable complexity or increased costs to the consumer? What is the role played by advertising (if any) in the process of innovatio ...
Nudge Your Customers
... Mass defaults apply to all customers of a product or service, without taking customers’ individual characteristics or preferences into account. A common example would be an online retailer’s using standard shipping unless the customer actively chooses rush delivery. Mass defaults by their very natur ...
... Mass defaults apply to all customers of a product or service, without taking customers’ individual characteristics or preferences into account. A common example would be an online retailer’s using standard shipping unless the customer actively chooses rush delivery. Mass defaults by their very natur ...
DO NOT COPY - Retail Banking Academy
... Another principle of services marketing is the recognition that services companies must view the customer as a partner over the long term. While marketing strategies are intended to identify customer needs and to create products and services to meet these needs, the bank seeks to accomplish this obj ...
... Another principle of services marketing is the recognition that services companies must view the customer as a partner over the long term. While marketing strategies are intended to identify customer needs and to create products and services to meet these needs, the bank seeks to accomplish this obj ...
Details
... messy and has too much furniture. In this particular example about Tommy’s buying flat, he might consider ‘size’, ‘location’, and/or ‘newness’ of the flat as the criteria for making the buying decision. However, when more than one factor is considered --- consumers may experience a tradeoff. For ins ...
... messy and has too much furniture. In this particular example about Tommy’s buying flat, he might consider ‘size’, ‘location’, and/or ‘newness’ of the flat as the criteria for making the buying decision. However, when more than one factor is considered --- consumers may experience a tradeoff. For ins ...
PDF
... which China might take from that experience. Or Watson, a freelance economist now based in Melbourne, Australia, was commissioned to prepare this paper for that purpose. Previously he held senior positions in the School of Agriculture and Forestry at the University of Melbourne and in the Australian ...
... which China might take from that experience. Or Watson, a freelance economist now based in Melbourne, Australia, was commissioned to prepare this paper for that purpose. Previously he held senior positions in the School of Agriculture and Forestry at the University of Melbourne and in the Australian ...
STRATEGIC MARKETING PLANNING FOR A B2B HIGH-TECH MANUFACTURER
... products and presents new market opportunities. In order to be successful in the future, the established players must re-think their value propositions while new players are being attracted to Sector X. (Raspin, 2013). The study organization, Company X, is a B2B technology company, with own R&D, man ...
... products and presents new market opportunities. In order to be successful in the future, the established players must re-think their value propositions while new players are being attracted to Sector X. (Raspin, 2013). The study organization, Company X, is a B2B technology company, with own R&D, man ...
Making the most of platforms: a policy research agenda
... advance – by building trust through their peer review mechanisms or payment mechanisms. Indeed, in the case of such ‘experience’ goods, platforms enable consumers not only to satisfy their preferences but also to discover new ones: think of the range of music discovery available through a platform l ...
... advance – by building trust through their peer review mechanisms or payment mechanisms. Indeed, in the case of such ‘experience’ goods, platforms enable consumers not only to satisfy their preferences but also to discover new ones: think of the range of music discovery available through a platform l ...
BA 206 - Basic Marketing
... chain, which encompass all activities and parties that create and deliver a given level of customer value. This requires careful planning as to the physical movement and transfer of ownership of a product from producer to consumer. We explore distribution functions, types of channels, supplier/distr ...
... chain, which encompass all activities and parties that create and deliver a given level of customer value. This requires careful planning as to the physical movement and transfer of ownership of a product from producer to consumer. We explore distribution functions, types of channels, supplier/distr ...
Controlling Business Marketing Strategies
... a. Long term financial goals b. Long Term productivity goals Next, we establish short-term goals for each area to form a value gap, which is the difference between a future desired state and the present reality state. ...
... a. Long term financial goals b. Long Term productivity goals Next, we establish short-term goals for each area to form a value gap, which is the difference between a future desired state and the present reality state. ...
Service parts pricing
Service Parts Pricing refers to the aspect of Service Lifecycle Management that deals with setting prices for service parts in the after-sales market. Like other streams of Pricing, Service Parts Pricing is a scientific pursuit aimed at aligning service part prices internally to be logical and consistent, and at the same time aligning them externally with the market. This is done with the overarching aim of extracting the maximum possible price from service parts and thus maximize the profit margins. Pricing analysts have to be cognizant of possible repercussions of pricing their parts too high or too low in the after-sales market; they constantly have to strive to get the prices just right towards achieving maximum margins and maximum possible volumes.The after-sales market consists of service part and after-sales service. These areas often account for a low share in total sales, but for a relatively high share in total profits. It is important to understand that the after-sales supply chain is very different from the manufacturing supply chain, and hence rules that apply to pricing manufacturing parts do not hold good for pricing service parts. Service Parts Pricing requires a different outlook and approach.Service networks deal with a considerably higher number of SKUs and a heterogeneous product portfolio, are more complex, have a sporadic nature of demand AND have minimal response times and strict SLAs. Companies have traditionally been content with outsourcing the after-sales side of their business and have encouraged third-party parts and service providers in the market. The result has been a bevy of these operators in the market with strict price competition and low margins.Increasingly, however, companies are realizing the importance of the after-sales market and its impact on customer retention and loyalty. Increasingly, also, companies have realized that they can extract higher profit margins from the after-sales services market due to the intangible nature of services. Companies are investing in their after-sales service networks to deliver high levels of customer service and in return command higher prices for their parts and services. Customers are being sold the concept of total cost of ownership (TCO) and are being made to realize that buying from OEMs comes packaged with better distribution channels, shorter response times, better knowledge on products, and ultimately higher product uptime.The challenge for companies is to provide reliable service levels in an environment of uncertainty. Unlike factories, businesses can’t produce services in advance of demand. They can manufacture them only when an unpredictable event, such as a product failure, triggers a need. The challenge for Service Parts Pricing is to put a value to this customer need. Parts that are critical, for example, can command higher prices. So can parts that only the OEM provides in the market. Parts that are readily available in the market cannot, and must not, be priced to high. Another problem with after-sales market is that demand cannot be stimulated with price discounts, customers do not stock up service parts just because they are on discount. On the up-side, the fact that most service parts are inelastic means pricing analysts can raise prices without the adverse effects that manufacturing or retail networks witness.These and other characteristics of the after-sales market give Service Parts Pricing a life of its own. Companies are realizing that they can use the lever of service part pricing to increase profitability and don't have to take prices as market determined. Understanding customer needs and expectations, along with the company's internal strengths and weaknesses, goes a long way in designing an effective service part pricing strategy.