Marketing Strategies to Consumers Flashcards
Evaluation of: Consumer Loyalty Consumer Profitability Formulas and their meaning
Value Proposition
A set of benefits that satisfy customers’ needs.
It is made physical by an actual offering which is usually a combination of:
- Products
- Services
- Experiences
- Information
Brand
An offering coming from a known source that customers are familiar with (such as a particular firm, NPO or person)
- Certainty
- Comfort
- Expectations
5 Dimensions of Brand Personality
- Sincerity – down to earth, honest, wholesome, cheerful (Tropicana)
- Excitement – daring, spirited, imaginative, up to date (Pepsi)
- Competence – reliable, intelligent, successful, have expertise (IBM)
- Sophistication – upper-class, elegant, charming, refined (L’Oréal)
- Ruggedness – tough, outdoorsy (Wrangler)
Value Perceptions
Value - The sum of tangible and intangible benefits and costs
Value Perceptions - increase with quality and service but decrease with price.
Marketing in this sense, is a form of customer value managment
Customer Perceived Value (CPV)
The difference between customers evaluation of all the benefits and all the costs of a specific offering.
- Total Customer Benefit – The perceived monetary value of the bundle of economic functional and psychological benefits customers expect from a given market offering (due to product, service, people and image)
- Total Customer Cost – The perceived bundle of costs customers expects to incur in evaluating, obtaining, using and exposing the given market offering (including monetary, time, energy and psychological cost)
What Can marketers do to improve CPV?
- Increase their Total customer benefit
- Reduce the buyer’s opportunity costs
- Can reduce the products monetary cost by reducing the price of the product
See: Customer Value Triad

Customer Expectations
The perceived value a customer seeks before purchasing a product
Customer Satisfaction
- Reflects a customer’s judgment of a product’s perceived performance in relationship to its expectations
- The extent to which products meet or surpass customer expectations
Therefore, Marketers must manage customer expectations too…
Advantages of Satisfied Customers:
- More loyal
- Spend more on brand
- Talks favorably to others about company (Word of Mouth)
- Pays less attention to competing brands
- Less sensitive to changes in price
- May offer insights and inputs about products
- Costs less to serve existing customers than recruiting new ones
Customer Loyalty
A customer’s commitment or attachment to a brand, store, manufacturer, service provider or other entity.
Measured by P (Brand repurchase) – 5 levels
- Indifference - Low loyalty and no preference for brand over competitors
- Divided - Loyal to a small group of brands
- Switch- Loyal to a couple of brands but switch once in a while
- Occasional - Loyal but once in a while switches brand
- Undivided -Buyer never switches to another brand whatsoever

Customer Satisfaction to Customer Loyalty Relationship
Highly satisfied customers tend to be more Loyal to the company
Effects at different levels of satisfaction (1-5)
-
At Level 1
- Leave
- Bad word of mouth
- Sales loss
- Of existing customers
- Of potential customers
-
At Level 2-4
- Fairly satisfied
- Low confidence/trust of value received
- Easily switch to competitors
- Loyalty depends on Competitors actions
- Such as product availability
- Such as special offers, salesperson efforts
-
At Level 5
- Lower sensitivity to competitor’s price
- Less likely to meet competitor’s salespeople
- Repurchase products and upgrades
- Good word of mouth – refer new customers to company
- Lower revenue fluctuation

Marketing Management
The art and science of:
Choosing target markets, getting, keeping and growing customers through creating, delivering and communicating superior customer value.
Marketing Management Tasks
- Developing marketing strategies and plans
- Capturing Marketing Insights
- Connecting with customers
- Building strong brands: Existing brand (understand strengths and weaknesses) Vs. New brand (Unknown potential)
- Shaping Market Offerings
- Product decisions
- Pricing policy
- Delivering Value
- Communicating Value
- Creating successful long-term growth
The Value of Customers to the Firm
Attract new customers & Retain existing customers?
Some customers are Unprofitable whilst others are More Valuable.
“If they cannot be converted, get rid of the worst customers. Attract new customers whilst retaining profitable customers. “

Unprofitable Consumer Characteristics
- Buys only when product is discounted
- Purchase small quantities
- Demands compensation for service failure
- Requires frequent maintenance/tech
- Often switches competitors
Profitable Consumer Characteristics
- Pays Full Price
- Loyal
- Purchases Large Quantities
- Recommends the brand/store to others
- No service calls, no product returns
The Effect of Size of Customer Base
- Large corporations* – Will pay lower prices and service costs but buy many units which results in high transaction costs.
- Individual Users* – Will pay full price and _require many service_s. Low to no transaction costs.
- Those in-between* – most profitable.
Evaluating customer profitability
- Focus on the stream of revenue and cost over time, not on the profit from a particular transaction.
- Emphasize the lifetime stream of revenues and costs
- Marketers can assess profitability at different levels
- By channel
- By Market segment
- Individually
- Many companies measure customer satisfaction
- Few measure individual customer profitability
Customer Profitibility Analysis (CPA)

Customer Lifetime Value (CLV)
A prediction of the net profit attributed to the entire future relationship with a customer (or group of customers)
or
The discounted sum of all future customer revenue streams (Revenue) minus product, servicing and remarketing (Costs)
Framework:
- Calculates dollar value per relationship
- Based on stream of profits from multiple transactions
- Calculating values of past customers
- Using this information to project forward
Applications:
- How much to spend to acquire a customer
- How aggressively to spend to retain a customer?
- Product mix/development decisions
- To Value a company

(CLV) Discount Rate
The time value of money
$1000 received today is NOT equivalent to $1000 received 24 months from now
Net Present Value (NPV)
Today’s value of the expected cash flows
MINUS
Today’s value of invested cash
(CLV) Rentention or Loyalty Rate
(1 minus Attrition (Lost) Rate)
- Fraction of current customers retained each period from t –> t+1
- The marketing manager considers Saving costs by cutting retention spending VS Increasing costs whereas customer attrition rate is expected to go down
Customer Acquisition Cost (CAC) Management
How much should the marketer spend on recruiting a new customer?
Offensive vs Defensive
Offensive Marketing
- Focus on customer acquisition
- Aggressive sales (CAC)
- Newcomers pour new revenue money
- Fill the leaky bucket
Defensive Marketing
- Customer retention
- Customer relationship management
- Reduce customer churn
- Fix the Leaky Bucket



