McGraw-Hill/Irwin Copyright © 2005 by The McGraw-Hill Companies, Inc. ll rights reser!e".
9
• Customer based •  New customer attracted
• Old customer
• Problems in gaining
 #eaction  #esponse a$ter Trial 
 Impact on  %ales&'ro$its
'( oyal A( 4ry '5 Prefer  )5 i$e *5 Not li$e
1ain  Neutral oss
)( Occasional A( 4ry '5 Prefer  )5 i$e *5 Not li$e
1ain 4rail sales gain oss
6( Not try oss
*( Noncustomers A( 4ry '5 Prefer  )5 i$e *5 Not i$e
1ain 4rail sales gain 4rail sales gain
6( Not try Neutral
/( Design
•  Action standards
*( 4"e proportion of triers w"o remain wit"
t"e brand =repeat5(
among e!entual users(
Period
   t    )
                                                                                                                                                                                                   1                                                                                                                                                                                                    0   
 
 
ma$ing cross2category competition t"e $ey
)( Are new to customers for w"om substantial
learning is often required
c"annels of distribution and organizational
responsibility
software> and add2ons
ig"t beer  +rozen !egetables #ports drin$s =1atorade5
Services O!ernig"t air deli!ery A4&s Credit cards %3As> annuities %nternet Priceline(com Ariba i!ePerson(com
 Durables &icrowa!e o!ens 3oom air conditioners Dis"was"ers 6lac$2and2w"ite 4Vs
 Industrial  products
 
)( As$ing nonrepresentati!e customers
sur!ey5 procedures
t"an engineers and e8perts
 possibilities
• Customer e!el
 
• +irm e!el
'( Does it add to our customer base t"roug"B • Acquisition • 78pansion • oyalty@retention • 7n"anced brand equity
)( Does it detract from our customer base t"roug"B • Cannibalization • Customer defections • owered brand equity
 
• +irm e!el
,( :ill it be profitableB • On a stand2alone basis • ong2run impact on produce line
-( Are t"ere ot"er benefits associated wit" itB • earning@capacity en"ancement • P3
.( Are t"ere ot"er costs associated wit" itB
• egal liability • P3