MKTG 301 Lecture Notes - Lecture 2: Customer Relationship Management, Metar
Document Summary
Cash cow: high market share but low growth. Dog: low market share but potentially will grow. Star: rapid growth and a lot of cash is generated. Value delivery network: a company, its suppliers, distrubutors, and customers. Managing detailed info about customers and managing their touch points to manage loyalty. Consumer buyer behavior: buying behavior of final customers. Consumer market: all individual households and buyers that buy for personal consumption. Straight rebuy: buyer routinely reorders something without any modifications. Modified rebuy: buyer wants to modify product specifications, prices, terms, or suppliers. New task: buyer purchases a product or service for the first time systems selling (or solutions selling, buying a packaged solution to a problem from a single seller, avoids the separate decisions involved in a complex buying situation. You can segment based on location, social class, demographic, etc. Differentiation: change market offering to increase customer value. Positioning: get target customers to think about the market offerings.
