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Chapter 5 - Market opportunities: Current and potential customers. This chapter includes contents: Develop markets among current customers, find opportunities with existing customers, acquire new customers, develop a research program, developing opportunities through marketing research, criteria for successful segmentation,. | 5- Copyright ©The McGraw-Hill Companies, Inc. Permission required for reproduction or display 5- Foundations for Creating Value Part Two McGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved. 5- Part Two Foundations for Creating Value Chapter 5 Market Opportunities Chapter 6 Marketing Strategy Chapter 7 Weaving Marketing into the Fabric of the Firm McGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved. 5- Chapter 5 Market Opportunities: Current and Potential Customers McGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved. 5- Finding Business to Business Opportunities McGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved. NEW MARKET OPPORTUNITIES ACQUIRE NEW CUSTOMERS DEVELOP A RESEARCH PROGRAM FIND OPPORTUNITIES WITH EXISTING CUSTOMERS | 5- Copyright ©The McGraw-Hill Companies, Inc. Permission required for reproduction or display 5- Foundations for Creating Value Part Two McGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved. 5- Part Two Foundations for Creating Value Chapter 5 Market Opportunities Chapter 6 Marketing Strategy Chapter 7 Weaving Marketing into the Fabric of the Firm McGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved. 5- Chapter 5 Market Opportunities: Current and Potential Customers McGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved. 5- Finding Business to Business Opportunities McGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved. NEW MARKET OPPORTUNITIES ACQUIRE NEW CUSTOMERS DEVELOP A RESEARCH PROGRAM FIND OPPORTUNITIES WITH EXISTING CUSTOMERS DEVELOP MARKETS AMONG CURRENT CUSTOMERS 5- McGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved. DEVELOP MARKETS AMONG CURRENT CUSTOMERS FOUR STEP PROCESS RANK YOUR BEST CUSTOMERS MAXIMIZE REVENUES THROUGH COLLABORATION EFFORTS DEVELOP SPECIFIC PRODUCTS FOR EACH CUSTOMER LEARN OF SPECIAL NEEDS FROM YOUR CUSTOMER’S CUSTOMERS 5- McGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved. FIND OPPORTUNITIES WITH EXISTING CUSTOMERS ESTABLISH A FORMAL FEEDBACK PROGRAM WITH CUSTOMER CONTACT POINTS (SALES, SUPPORT) DEVELOP DATABASES COMPILE DECILE REPORTS DEVELOP CUSTOMER RESEARCH ASSISTANCE PROGRAM FOUR STEP APPROACH 5- RESEARCHING CUSTOMERS FIND OUT YOUR CUSTOMER’S NEEDS THROUGH: FOCUS GROUPS – best for generating ideas and gaining customer insights SURVEYS – asking questions by personal interview, mail, telephone, internet JOINT DEVELOPMENT AND TESTING – use to .
