week 2

Question 1

customer equity 3 componets

Answer 1

value equity, brand, retention

Question 2

what is value equity

Answer 2

value customer place on product

Question 3

brand equity

Answer 3

trust and reputation brand easily recognized

Question 4

retention

Answer 4

strength of customer relation or loyaty

Question 5

customer equity formula

Answer 5

• Viral coefficient + LTV how long customer stys with us – (aquition+ retention)

Question 6

customer equity answers

Answer 6

o Potential profit all customer can bring to the company

Question 7

starting point envioemntal scanning is what to analyze what

Answer 7

SWOT  change in demographic, behavior, legislations, trends and demands, econ and tech

Question 8

what is micro enviroemnt and 3 parts

Answer 8

directly influence the company and the consumer
 Firm: success try to match customer ned to core competencies
 Competition: more comp = more choices influence buy decesions
 Cooperate partners: parties that work with focal firm

Question 9

3 types compeition

Answer 9

direct- small product
indirect- easily subsituted product
marketplace comp- competing for buyers limited power

Question 10

coperate partners incl supplier and intermediaries what is goal

Answer 10

not only how competitors are doing but our partners as well. To reate long term alliance. Strategy to collab with them. Choose partners with same values as our company

Question 11

macro enviroemnt includes

Answer 11

culture, demographics, econ, political, legal, social and tech

Question 12

2 dimension of culture

Answer 12

culture of country and region

Question 13

what does culture influence

Answer 13

our what how where and when on buying

Question 14

most accurate demographic

Answer 14

education and income

Question 15

generational cohorts

Answer 15

boomer, gen x, millenials, genz, alpha

Question 16

boomer, genx,M,Genz value and behaviour

Answer 16

idealist, ideology
material/indvidual status
self oreitn, experience
justice, ethical

Question 17

social factors include effect marketing

Answer 17

• Sustainability goals
• Greener consumer
• Greenwashing: spend more to ad green then be
• Privacy concern
• Time poor society
  o Work more
  o More on demand mukltitask less attention to ads
  o Challenge is get creative make product available whenever rely heavy on tech

Question 18

technology effect

Answer 18

• Increase value of products
• Mobile device enhance experience by make easier to interact with retailer add new channel of access = more loyal and spend more