Chapter 3 Step 2 Valuation of customers/ prospects Flashcards
0
Q
5 Rs
A
Response Receptivity Recognition Relevance Relationship
1
Q
Calculating Customer Brand Value
A
CBV = = P x BR x SOP x CM P penetration BR category buying rate SOP share of purchase CM contribution to margin
2
Q
The value of the brand to the customer
A
Customer’s needs,
Customer’s mind-set,
The environment
