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THE Marketing Study Guide

Prepared by a marketing lecturer, designed for university-level students

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  • Base Concepts
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  • SWOT
  • Consumer Behavior
  • Segmentation
  • Product Mix
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Tag: customers

Hierarchy of effects model and share of hearts

Hierarchy of effects model and share of minds and share of hearts

There are numerous hierarchy of effects models that are covered in marketing literature. Probably the most common one was developed in 1961 and is a six stage model … Read more...

Author Geoff FrippPosted on Categories Buyer Decision Process, Consumer Behavior, MetricsTags advertising, customers, models

Quick Online CLV Calculator

Free online CLV calculator

The following free online CLV calculator is ideal for quick calculations of customer lifetime value. If you need a more detailed calculation of customer lifetime value, please download the free Excel template for calculating customer lifetime … Read more...

Author Geoff FrippPosted on Categories Customer Lifetime Value, MetricsTags analysis, clv, customers

Videos on CLV

There are five CLV videos available here:

  1. Using the free Excel CLV template (available for download on this site)
  2. A step-by-step guide to the CLV formula and calculation
  3. Using Excel to calculate CLV (without the above template)
  4. A guide to
… Read more...
Author Geoff FrippPosted on Categories Customer Lifetime Value, Customer Relationship Management, Metrics, Videos - CRMTags analysis, clv, customers

Financial Metrics for CLV

Understanding the financial metrics for customer lifetime value

The full customer lifetime value calculator and the free Excel CLV template both provide a summary outcome for several related financial metrics. Please refer to the image below of the full CLV … Read more...

Author Geoff FrippPosted on Categories Customer Lifetime Value, MetricsTags clv, customers, profit

Relationship between CRM and CLV

CLV and Customer Relationship Management (CRM)

The customer lifetime value equation essentially views a customer as an income stream. So instead of considering the customer’s purchases as single transactions, the marketing focus becomes creating ongoing series of profitable transactions. These … Read more...

Author Geoff FrippPosted on Categories Customer Lifetime Value, Customer Relationship ManagementTags clv, crm, customers

Study Notes for Segment Profiles

What is a segment profile?

A segment profile is a descriptive summary of the size, needs, behaviors and preferences of consumers within a particular market segment, with the goal of evaluating segment attractiveness and developing suitable marketing strategies.

Study Tip

… Read more...
Author Geoff FrippPosted on Categories Consumer Behavior, Segmentation, Targeting and PositioningTags customers, examples, Study notes

When to use customer journey maps?

 

Customer journey mapping is a visual technique designed to outline how:

  1. The brand reaches a consumer’s consideration (evoked) set
  2. How the consumer progresses through the buying decision process and selects a suitable brand, and
  3. The consumer progresses through consumption
… Read more...
Author Geoff FrippPosted on Categories Branding, Promotion Concepts, Services MarketingTags brand, communications, customers, services marketing

Why most customers are just satisfied

 

Overtime most customers will be “just” satisfied

Many organizations find it frustrating that their customer satisfaction (CSat) scores reach a plateau and it becomes very difficult to achieve real increases in CSat. However, this is caused “naturally” and, overtime, … Read more...

Author Geoff FrippPosted on Categories Customer SatisfactionTags customers

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Welcome to the Marketing Study Guide

This free study guide has been prepared to meet the information needs of university-level marketing students throughout the world. This study guide is a comprehensive discussion (along with many examples) of the key aspects of marketing as covered across various textbooks and study programs

  • About
    • Privacy Policy
  • Base Concepts
  • Strategy
  • Environment
  • SWOT
  • Consumer Behavior
  • Segmentation
  • Product Mix
  • New Products
  • PLC
  • Promotion
  • Pricing
  • Services
  • CRM
  • Research
  • Metrics
  • Ethical
  • Videos
  • Career Quiz
  • All Articles
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