A01 chaf6542 06 se fm indd

1

 

Efficient collection, dissemination and evaluation of different information sources from the  micro‑   and 

 macro‑  environment.

2

 

Effective process for generating and reviewing the relevance of new strategies based on creating new value 

for customers.

3

 

Efficient research into potential customer value against the business value generated.

4

 

Efficient implementation of prototypes of new functionality to deliver customer value.

5

 

Efficient measurement and review of results from prototypes to revise further to improve proposition or to 

end trial.

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Part 1  Introduction

Activity 2.1

Online ecosystems

Purpose

To explore the increasing importance of facilitating communications through online 

platforms and service providers.

Activity

Discuss in a group, or make notes to identify, the main companies (e.g. Facebook) and 

platforms (e.g. tablet devices) used by consumers that are important for companies to 

review their presence on. Once you have identified the main company or service types, 

group them together so that their overall importance can be reviewed.

Answers to activities can be found at www.pearsoned.co.uk/chaffey

Mini Case Study 2.2

 Real‑  time experience tracking involves asking a consumer panel to send text messages on their cellphones 

every time they see a message or reference to a given brand or one of its competitors over a period of a 

week to a month, depending on the length of the purchase process. The structured  four‑  character message 

captures the brand, the touchpoint type (Saw a tweet about it? Saw it in a shop window?), how positive the 

customer felt about the encounter, and how persuasive it was. Respondents add further detail online, and fill 

in surveys at the start and end of the study to record brand attitude changes.