Marketing Analysis Presentation
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Transcript of Marketing Analysis Presentation
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Porter Competitive Model – Five Forces
COMPETITIVERIVALRY
BUYERSSUPPLIERS
SUBSTITUTES
NEW ENTRANTS
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Determinants of Buyer Power
Bargaining leverage:
- Buyer concentration vs firm concentration
- Buyer volume
- Buyer switching costs relative to firm switching costs
- Buyer information
- - Ability to backward integrate
- Substitute products
- Pull-through
Price Sensitivity:
- Price/total purchases
- Product differences
- Brand identity impact on quality performance
- Buyer profits
- Decision makers’
- Incentives
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From product to relationship marketing
Relashionship marketing is attracting, maintaining and enhancing customer relationships
Focus on customers
Commitment
Custmer long time value
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CUSTOMER ANALYTICS
Retailers are now compiling more data on their customers and their purchases than ever before, providing a potential wealth of insight into their demographic attributes, tastes, preferences and buying patterns. These insights can be leveraged to optimize product offerings and promotions, enabling custom offers to specific customer segments or even precisely targeted customers, driving higher returns and greater customer satisfaction.
Customer-centric decision making
Collecting customer data
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Analytics has been defined as “the extensive use of data, statistical and quantitative analysis, explanatory and predictive models, and fact-based management to drive decisions and actions” (Davenport and Harris, Competing on Analytics, 2007)
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