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

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 OpportunitiesMcGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved.NEW MARKET OPPORTUNITIESACQUIRENEWCUSTOMERSDEVELOPA RESEARCHPROGRAMFIND 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 MARKETSAMONG 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 WITHEXISTING 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. afteracquisition3rd Yr.afteracquisition2nd Yr.afteracquisition1st Yr.afteracquisitionAcquisitionPeriodAccount 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 RESEARCHPURPOSE 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 processefficiency & accuracyReasonable price After-sale service Rapid deliveryTechnicalperformanceMcGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved.Exhibit 5-10PERCEPTUAL MAP5-*SEGMENTATION ANDOPPORTUNITY 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.