The value of the entire stream of purchases that the customer would make over al
lifetime of patronage
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Customer lifetime value
Internal capabilities that may help a company reach its objectives
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Strengths
Net marketing contribution / Marketing expenses
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Return on marketing investment
Percentage of new product sales that would have gone to the old product
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Cannibalization rate
A consumer sets a minimum standard for each attribute and if a brand fails to pass any
standard, it is dropped from consideration; the first option that passes the cut-offs for
all attributes is selected
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Satisficing
External factors that the company may be able to exploit to its advantage
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Opportunities
People more heavily discount the immediate than distant future
lifetime of patronage
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Customer lifetime value
Internal capabilities that may help a company reach its objectives
Give this one a try later!
Strengths
Net marketing contribution / Marketing expenses
, Give this one a try later!
Return on marketing investment
Percentage of new product sales that would have gone to the old product
Give this one a try later!
Cannibalization rate
A consumer sets a minimum standard for each attribute and if a brand fails to pass any
standard, it is dropped from consideration; the first option that passes the cut-offs for
all attributes is selected
Give this one a try later!
Satisficing
External factors that the company may be able to exploit to its advantage
Give this one a try later!
Opportunities
People more heavily discount the immediate than distant future
