Libros En Ingles

2
Share of customer,
Not share of market
To work successfully in a 1:1 world, you will have to calculate your success one customer at a time. You need to focus your efforts on share of customer, not market share. The central proposition, the defining goal, for any business in a 1:1 world, is share of customer.
Trying to increase your market share means selling as much of your product as youcan to as many customers as you can, Driving for share of customer, on the other hand, means ensuring that each individual customer who buys your product buys more product, buys only your brand of product, and is happy using your product instead of some other type of product as the solution to his problem.
Consider this: if you have a 10 percent market share, then for every dollar spent onproducts like yours, you get about a dime. Maybe every single consumer in your market spends equally in your product category, and maybe every single one buys your brand about 10 percent of the time. Then you would be getting about 10 percent of the business from each of them. But more likely, your business is coming from only 80 percent of customers, who are buying your bran 12 percent of the time, onaverage. Or maybe 20 percent of them are buying your brand about 50 percent of the time.
The key share-of-customer requirement is to know your customers 1:1. You must know which costumers will never purchase your product at all so you can stop spending money an effort trying to get them to do something they never will. And you must know who your loyal customers are, so you can take steps to makesure that your is the brand they choose even more often.
Before being able to take full advantage of the new media and information technologies now becoming available, you have to have a practical set of principles for applying these capabilities. Today´s mass-marketing paradigm has no need for interactive media and computers that track individual customer transaction linked over time. Trackingcustomers and conversing with them individually are not tasks that fit into a market-share approach to competition.
Buy the instant you begin thinking in terms of share of customer, rather than overall market share, new vistas of competitive opportunities will open up to you. Suddenly, you will see all sorts of ways to employ interactive, addressable media technology, and sophisticated computers.Instead of being overwhelmed by these new, tools, you will want more and better tools, more interactivity, more computer memory and processing power.
THE ONE TO ONE FUTURE
How to sell flowers: everything old is new again.

Suppose you are a florist in a small town. You can visualize your marketing task two different ways.
Market-share thinking. A traditional marketing approach would be tocalculate your market share by counting up your shop´s total sales of flowers for any given year. Divide that by the grand total of flowers purchases in the town, and you discovery you have 10 percent of the total flowers business.
Let´s assume you are able to get all the information you need to calculate your market share. (do you include cut flowers from the grocery stores? Will they tell you howmuch they sold?) but now what? What good is this kind of information to you? If you goal is to increase your market share-your share of the town´s flower business-what practical steps can you take?
Using the traditional, mass-marketing approach-which inevitably follows from market-share thinking-you cold run some specials for the dead months between valentine´s day and mother´s day. This mightincrease your traffic and maybe even your share of the market, providing your competitors don’t lower their prices, too. Buy it will cost you some of your profitability. So will the newspaper ads and radio spots necessary to publicize your sale.

Any extra business you get will be from customers who come in only because you´re offering a discount or running a sale or giving away a premium or...