Bài giảng Business Marketing - Chapter 5 Market Opportunities: Current and Potential Customers

FOUR STEP PROCESS RANK YOUR BEST CUSTOMERS MAXIMIZE REVENUES THROUGH COLLABORATION EFFORTS DEVELOP SPECIFIC PRODUCTS FOR EACH CUSTOMER LEARN OF SPECIAL NEEDS FROM YOUR CUSTOMER’S CUSTOMERS

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5-*Copyright ©The McGraw-Hill Companies, Inc. Permission required for reproduction or display5-*Foundations forCreating ValuePart TwoMcGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved.5-*Part TwoFoundations for Creating ValueChapter 5Market OpportunitiesChapter 6Marketing StrategyChapter 7Weaving Marketing into the Fabric of the FirmMcGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved.5-*Chapter 5Market Opportunities:Current and Potential CustomersMcGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved.5-*Finding Business to Business Opportunities McGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved.NEW MARKET OPPORTUNITIESACQUIRE NEW CUSTOMERSDEVELOP A RESEARCH PROGRAMFIND OPPORTUNITIES WITH EXISTING CUSTOMERSDEVELOP MARKETS AMONG CURRENT CUSTOMERS5-*McGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved.DEVELOP MARKETS AMONG CURRENT CUSTOMERSFOUR STEP PROCESSRANK YOUR BEST CUSTOMERSMAXIMIZE REVENUES THROUGH COLLABORATION EFFORTSDEVELOP SPECIFIC PRODUCTS FOR EACH CUSTOMERLEARN OF SPECIAL NEEDS FROM YOUR CUSTOMER’S CUSTOMERS5-*McGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved.FIND OPPORTUNITIES WITH EXISTING CUSTOMERSESTABLISH A FORMAL FEEDBACK PROGRAM WITH CUSTOMER CONTACT POINTS (SALES, SUPPORT)DEVELOP DATABASESCOMPILE DECILE REPORTSDEVELOP CUSTOMER RESEARCH ASSISTANCE PROGRAMFOUR STEP APPROACH5-*RESEARCHING CUSTOMERSFIND OUT YOUR CUSTOMER’S NEEDS THROUGH:FOCUS GROUPS – best for generating ideas and gaining customer insightsSURVEYS – asking questions by personal interview, mail, telephone, internetJOINT DEVELOPMENT AND TESTING – use to adjust and adapt products after purchaseCUSTOMER VISITS – use on-site meetings for problem identificationMcGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved.5-*ACQUIRE NEW CUSTOMERSCalculate your current customer’s lifetime value (CLV) to serve as yardstick for planningFind customers in a new segment who “look like” your existing customersExpand into new geographic territoryTransfer/modify existing products for other industriesMcGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved.5-*17.3$4,686$5,119$5,627 LTV/100 customers$ 649$ 769$ 919Acq+4$ 881$1,002$1,144Acq+3$1,222$1.331$1,455Acq+2$1,933$2.017$2,109Acq+1NPV @ 20%NPV @ 10%NPV @ 10Discounting profits Profit forecastsAcq+1 [60 buyers ($90)]×.8 gr. profit–[100 accts×$20 service/acct] =Acq+2 [36 buyers ($90)+16 buyers ($60)] .8 gr. profit- [60 accts×$20+40 accts×$10] =Acq+3 [31.2 buyers($90)+9.6 buyers($60)+4.8 buyers($50)] .8 gr. profit- [52 accts×$20+24×$10+$24×$4] =Acq+4 [27.4 buyers ($90)+8.3 buyers ($60)+2.9 buyers ($50)+1.9 buyers ($50)]- ScheduTrax Lifetime Value Analysis 8.3 9.616.0Customers 2.9 4.815.011.519.2$ 2$500.10312.514.424.0$ 4$500.20218.220.824.040.0$10$600.40140.5 1.945.627.431.236.060.0100$20$900.6004th Yr. after acquisition3rd Yr. after acquisition2nd Yr. after acquisition1st Yr. after acquisitionAcquisition PeriodAccount Service CostsExpected $ PurchasesPurchase ProbabilityYrs. since the Last Purchase [45.6×$20+20.8×$10+14.4×$4+19.2×$2] = Expected customer migrations following acquisitionMcGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved.Exhibit 5-45-* DEVELOPING OPPORTUNITIES THROUGH MARKETING RESEARCH PURPOSE OF RESEARCH1CUTOMER MANAGEMENT2ACQUIRE NEW CUTOMERSMcGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved.ACHIEVED BYCUSTOMER RESEARCH – through focus groups and surveysINTERACTING WITH CUSTOMERS – through joint product development and product testingDEVELOPING ON-SITE VISITATION PROGRAMS5-*FINDING SEGMENTSUSE NAICS CODES TO ASSESS INDUSTRIES’ SIZE AND NEEDSEVALUATE COMPANY CHARACTERISTICS SUCH AS SALES, NUMBER OF EMPLOYEESDETERMINE A COMPANY’S BUYING PROCESSES AND HOW THEY BUYMATCH PRODUCT OFFERINGS TO COMPANIES SEEKING WHAT PRODUCT DOES BESTMcGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved.5-*Helpful / informativeBRAND DBRAND CBRAND ABRAND BOrder process efficiency & accuracyReasonable price After-sale service Rapid deliveryTechnical performanceMcGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved.Exhibit 5-10PERCEPTUAL MAP5-*SEGMENTATION AND OPPORTUNITY ANALYSISIDENTIFY SEGMENTS THROUGH INDUSTRY CLASSIFICATION (SIC / NAICS)CHOOSE YOUR INDUSTRY TARGETSCHOOSE YOUR SPECIFIC COMPANY TARGETS BY:HOW THEY BUYTHE BENEFITS THEY SEEKMEMBERSHIPS IN PROFESSIONAL / TRADE ORGANIZATIONSMcGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved.5-*CRITERIA FOR SUCCESSFUL SEGMENTATIONSEGMENT MUST BE IDENTIFIABLE-enumerated and evaluated+SEGMENT MUST BE ACCESSIBLE- can be reached by marketing activity+SEGMENT MUST BE SUBSTANTIAL- enough to justify effortsMcGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved.5-*ESTIMATING SEGMENT SIZEANALYTICAL TOOLSFOR SEGMENT EVALUATION:USE OF SCENARIOS - Articulate events and futuresBUILDUP APPROACH/FACTORING – Estimate product use in its applicationsSTATISTICAL SERIES – Use correlation between demand and economic activitiesMcGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved.
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