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Part TwoFoundations for

Creating Value

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Market Opportunities:

Current and Potential Customers

Chapter

Five

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Key Points

Finding opportunities

Market segmentation

Market assessment tools Market share estimation

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Finding opportunities

Fitness or advantage

Current Customers Account retention

Customer Maximization Account penetration

New Products Network Payoffs

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Network opportunities

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Opportunities with customers

Empathetic dialogue Active listening problem solving

Data warehousing

Data mining Customer research

Focus groups Surveys

Sugging surveys to sell

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Opportunities New customers

Customer Lifetime Value

Search for look-alikes Decile report

New markets Market research

Customer management

Acquisition of new customers

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Lifetime Value Anaysis

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10Market segmentation

SIC v NAICS

Criteria Identifiable

Accessibility

Substantial

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11Perceptual Maps

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12Market assessment tools

Scenarios

Buildup approach or factoring

Statistical series

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13Statistical Series

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14Market share estimation

Development Tree

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15Homework

Chapter 5 # 11

Chapter 6 #7

Chapter 7 #6