5-1

Part Two
Foundations for
Creating Value

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 5-2

Chapter
Five
Market Opportunities:
Current and Potential Customers

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 5-3

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 5-4
Key Points

• Finding opportunities
• Market segmentation
• Market assessment tools
• Market share estimation

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 5-5
Finding opportunities

• Fitness or advantage
• Current Customers
 Account retention
• Customer Maximization
 Account penetration
• New Products
• Network Payoffs

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 5-6
Network opportunities

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 5-7
Opportunities with customers

• Empathetic dialogue
 Active listening – problem solving

• Data warehousing
 Data mining

• Customer research
 Focus groups
 Surveys
 Sugging – surveys to sell

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 5-8
Opportunities New customers

• Customer Lifetime Value

• Search for look-alikes
 Decile report
• New markets
 Market research
 Customer management
 Acquisition of new customers

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 5-9
Lifetime Value Anaysis

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Market segmentation 10

• SIC v NAICS
• Criteria
 Identifiable
 Accessibility

 Substantial

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 5-
Perceptual Maps 11

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Market assessment tools 12

• Scenarios
• Buildup approach or factoring
• Statistical series

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Statistical Series 13

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Market share estimation 14

• Development Tree

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 5-
Homework 15

• Chapter 5 # 11
• Chapter 6 #7
• Chapter 7 #6

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