Michael Richter
International marketing and sales consultant
Hauptstrasse 27
DE-88422 Seekirch
Tel: +49(0)7582-933371
Fax: +49(0)7582-933372
E-Mail: michael.richter@marketing-und-vertrieb-international.de
Dictionary for strategic marketing - ... marketing is ...
Dictionary
The client value can/should be taken as a basis for client segmentation
A client value analysis uses the two dimensions 'profitability' and 'potential', whereas the first parameter refers to the existing and the second parameter to the future value of the - existing and potential ! - clients.
As a result you will have a clear and systematic graph of the different client segments which shows with which clients you can reach profits in a short time and which ones become profitable only in the longer run.
Based on this it is also possible to derive the suitable marketing-/sales targets and marketing strategies - per segment.
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