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8/14/2019 Customer Equity.ppt
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1visit: www.studyMarketing.org
ManagingCustomer Equity
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Customer EquityCustomer Equity
ustomer e!uity is defined as the
total of the discounted lifetime valueof all the firms customers
In other words, a firm is only as good
as its customers think it will "e thene#t time they will do "usiness with
that firm.
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Three Drivers ofThree Drivers of
Customer EquityCustomer Equity
Value $!uity
Brand $!uity
%etention $!uity
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Three Drivers of Customer EquityThree Drivers of Customer Equity
& Value $!uity : the customer's objective
evaluation of the firm offerings& Brand $!uity : the customer's subjective
view of the firm and its offerings
& %etention $!uity : the customer's view of
the strength of the relationship "etween
the customer and the firm.
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Value
$!uity
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Value Equity is the customer'so"(ective assessment of the utility of
a "rand, "ased on perceptions of
what is given up for what is received.
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& #ua$ity:)ow does the customer
evaluate the !uality of the firm's
offerings*
& %ri&e: )ow attractive is the price*
& Convenien&e: )ow convenient is it to
do "usiness with the firm*
+rivers of Value $!uity
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Brand $!uity
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& Brand $!uity is the customer's su"(ective
and intangi"le assessment of the "rand,
a"ove and "eyond its o"(ectivelyperceived value.
& his evaluation is shaped "y the firm's
marketing strategy and tactics and isinfluenced "y the customer through life
e#periences and associations with the
"rand.
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& Builds awareness and attractscustomers
& Build emotional connections with
customers
& %eminds customers to repurchase
he %ole of the Brand inBuilding ustomer $!uity
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& customer "rand awareness
& customer attitude toward the "rand
& customer perception of "rand ethics
+rivers of Brand $!uity
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%etention
$!uity
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& %etention $!uity isthe tendency of thecustomer to stick with the "rand, a"ove
and "eyond the customer's o"(ective
and su"(ective assessments of the"rand.
& It focuses on the relationship "etween
the customer and the' firm, "ased upon
the actions taken "y the firm and "y the
customer to esta"lish, "uild, and
maintain a relationship.
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+oes the customer "enefit from relationship
with the firm*
+oes the firm "enefit from its relationship
with the customer* +oes the customer stand to lose if the
relationship is discontinued*
%etention e!uity considers
!uestions such as:
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1!visit: www studyMarketing org
If you think this presentation useful, please consider telling others
a"out our site : www.studyMarketing.org
Source of %eference:
%oland %ust, Valarie 4eithaml, and 2atherine -emon,
Driving Customer Equity : Ho Customer !ifetime Valueis "eshaping Corporate #trategy, 5ree 6ress