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Key Marketing Metrics : the 50+ metrics every manager needs by Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer, David J.

By Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer, David J. Reibstein

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QXP:M02_FARR2038_01_SE_C02 31/10/08 14:43 Page 30 The importance of repeat rate depends on the time period covered. Looking at one week’s worth of purchases is unlikely to be very illuminating. In a given category, most consumers only buy one brand in a week. By contrast, over a period of years, consumers may buy several brands that they do not prefer, on occasions when they can’t find the brand to which they seek to be loyal. Consequently, the right period to consider depends on the product under study and the frequency with which it is bought.

A metric based on such survey data can also be called relevance to customer. ” Perceived quality/esteem: A consumer rating (often on a scale of 1–5 or 1–7) of a given brand’s product when compared with others in its category or market. Relative perceived quality: A consumer rating (often from 1–5 or 1–7) of brand product compared to others in the category/market. Intentions: A measure of customers’ stated willingness to behave in a certain way. ” Intention to purchase: A specific measure or rating of consumers’ stated purchase intentions.

1). 0 €937,500 Market total In the market for small urban cars, managers at A-One want to know their firm’s market share relative to its largest competitor. They can calculate this on the basis of revenues or unit sales. In unit terms, A-One sells 7,500 cars per year. Zipper, the market leader, sells 25,000. 30. 30). 5 million in car sales each year. Zipper, the market leader, generates €375 million. 5. Due to its comparatively high average price per car, A-One’s relative market share is greater in revenue than in unit terms.

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