Marketing Ch4 part 2

Marketing Ch4 part 2 - A customer-performance scorecard...

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A customer-performance scorecard records how well the company is doing year after year on such customer-based measures. A stakeholder performance scorecard tracks the various constituencies who have a critical interest in and impact on the company’s performance: employees, suppliers, banks, distributors, retailers, and stockholders. The Measures of Market Demand: o Potential market is the set of consumers who profess a sufficient level of interest in a market offer. o Available market is the set of consumers who have interest, income, and access to a particular offer. o Target market is the part of the qualified available market the company decides to pursue. o Penetrated market is the set of consumers who are buying the company’s product. Market demand for a product is the total volume that would be bought by a defined customer group in a defined geographical area in a defined time period in a defined marketing environment under a defined marketing program.
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