Apart of the Differentiation on the Product, suppliers may also
differentiate their marketing proposals based on the differences of their
customers.
Peppers and Rogers (2004, pp. 113-160) propose a Differentiation on
Customer based on:
·
Customer Needs (which are
dynamic, often correlating with customer value, most fundamental human needs
are psychological, no single best way to differentiate customers by their
needs)
·
Customer Life Time Value (LTV)
(Net Present Value of expected future financial
contributions from the customers - Most Valuable Customers: highest
volumes, highest profits margins, most loyal, Most Growable Customers: highest
growth potential, highest cross selling, longest time of cooperation, Below
Zeros: Customers costing more to the company independently of its effort,
Migrators: Been in the middle to be non profitable or to have growth potential)
·
All Others (Demographics,
Geography, Size etc.)
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