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Dr. James V. Green Dr. James V. Green leads the education activities of the Maryland Technology Enterprise Institute as the Director of Entrepreneurship Education. He is responsible for designing and teaching undergraduate and graduate courses in entrepreneurship and technology commercialization, leading seed funding programs, and managing residential entrepreneurship programs for students. In 2011, he earned firs.. 더보기
Summary: key takeaways Summary: key takeaways Recognize the “cracks in product centricity” "! The list continues to grow… !! Be clear about what customer centricity is (and isn’t) "! It’s not about “super duper customer service” "! Nor is it about excessive/intrusive targeting… "! Don’t forget the “paradox of customer centricity” !! Celebrate heterogeneity! "! Choose performance metrics, incentive schemes, and organiz.. 더보기
Customer development 보호되어 있는 글입니다. 더보기
Customer retention What metric is used by most firms to gauge and guide their retention activities? !! Churn/attrition rate (or retention rate) !! This is a good metric, but you need to examine it at the right level There is no “average” customer, and calculations based on such a notion will always underestimate the value of a customer base "! And the difference can be huge When heterogeneity is accounted for, the.. 더보기
“Customer Centricity: Focus on the Right Customers for Strategic Advantage” The traditional product-centric business model is showing some cracks Commoditization, well-informed customers, globalization, etc. Customer centricity is a promising alternative but is not clearly understood Many firms that are touted to be customer centric really aren’t… !! Celebrate customer heterogeneity: distinguish the profitable customers from the less profitable onesEmerging metrics such.. 더보기
Discussion questions Discussion questionsWho is the customer? Can your organization come up with a single, consensus answer to this question, or can you at least reconcile the roles/relationships of the different potential customers? What are the major barriers to account for? Develop a comprehensive list, ranked by the importance/difficulty of each barrier. What resources can you utilize to overcome these barriers?.. 더보기
Reflections on customer centricity Reflections on customer centricityTaking this idea further, there is a paradox of customer centricity: the more that a firm tightens its central focus on a select group of customers, the more it needs its “non-focal” customers to stabilize the overall mix 더보기
What is customer centricity? What is customer centricity?Customer centricity is a strategy that aligns a company’s development/delivery of its products/services around the current and future needs of a select set of customers in order to maximize their long-term financial value to the firm. Customer centricity requires the company to be willing and able to change its organizational design, performance metrics, and employee/.. 더보기
Three cheers for direct marketing! Traditional steps in running a business…The individual customer is the unit of analysis Know who their customers are and what they buyAim to determine marketing communication based on past purchases Constantly determine (and leverage) individual customer value http://www.amazon.com/Being-Direct-Making-Advertising-Pay/dp/1558508341/ 더보기
Cracks in the product-centric approach Technology-enabled product development ! commoditizationTechnology-enabled information flow ! smart customersTechnology-enabled delivery ! retail saturationGlobalization Deregulation Customers want “end-to-end solutions,” which may require products/services from multiple vendorsInformation systems enable customer-level tracking 더보기