Step-by-step approach to "customers"

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Marketing Research and Pathfinding

Overview

Various customer classification methods (customer positioning)

There is a dogma that the cost of acquiring new customers is five times the cost of maintaining existing customers,

and we are shifting from pursuing market share to expanding customer share (the ratio of our products to the products that

a customer purchases). It can be said that At retail stores, existing customers tend to have higher order unit prices

than new customers, and the profit margin is higher when selling to existing customers.

It is necessary to first sort out the positions of customers and approach each step by referring

to the following customer classification by some economists.