Godiva they identified 3 reasons why their customers

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Ex. Godiva They identified 3 reasons why their customers bought their products And based on them, they expanded their product lines to meet all the needs Different Customer Needs Product line expansion To gift to others Individually wrapped candies for candy dishes To share with groups Fondue baskets for sharing with a group To eat by themselves Packaged candy bars for people to eat by
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themselves Their sales: more than 10% increase per year for many consecutive years Manage customer heterogeneity The basic idea is that, We should know how to identify different customers needs All Customers Change We will learn how to manage this customer dynamics The basic idea: We should know when,how our customers change Lost Customers Cause of defection, characteristics of lost customers AER Positioning Segment customers into small groups and then track All Competitors React Mobile phone industry Out up barriers for our competitors attacks - sustainable advantages: Brands Offerings Relationships Stronger customer relationships mean better defense against competitors Basic idea: Immune to competitors attack All Resources are Limited We have limited resources and have to make allocation decisions: Where? When? How much? Marketing metrics ----> make a plan and budget
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  • Fall '17
  • Carlos Bauer
  • Marketing, Managing Customer Dynamics

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