By Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer, David J. Reibstein
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Additional resources for Key Marketing Metrics: The 50+ Metrics Every Manager Needs to Know
When assessed at a brand level, this is equivalent to brand penetration. This term is often used in shorthand form – total number of customers – though this would not be appropriate when a distinction must be made for ex-customers. This is discussed in more detail in “Customers, recency and retention” on pages 132–137 (customers of a specified recency). Acceptors: Customers who are disposed to accept a given product and its benefits: the opposite of rejecters. Ever-tried: The percentage of a population that has tried a given brand at any time.
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.
These equations might also be calculated for usage instead of purchase. QXP:M02_FARR2038_01_SE_C02 31/10/08 14:43 Page 24 Construction Penetration: The proportion of people in the target who bought (at least once in the period) a specific brand or a category of goods. Market penetration (%) ϭ Brand penetration (%) ϭ Customers who have purchased a product in the category (N) Total population (N) Customers who have purchased the brand (N) Total population (N) Two key measures of a product’s “popularity” are penetration rate and penetration share.