Porovnat metody
Prohlédněte si vybrané metody vedle sebe; řádky, které se liší, jsou zvýrazněny.
| Van Westendorpův měřič citlivosti na cenu× | Hodnota životnosti zákazníka× | |
|---|---|---|
| Obor | Marketing | Marketing |
| Rodina | Process / pipeline | Process / pipeline |
| Rok vzniku≠ | 1993 | 1996 |
| Tvůrce≠ | Peter D. van Westendorp | Robert Blattberg and John Deighton |
| Typ≠ | Price perception measurement method | Financial modeling methodology |
| Původní zdroj≠ | Van Westendorp, P. (1993). Price Perception Analysis. An Application to the International Car Market. International Journal of Research in Marketing, 10(2), 157-165. link ↗ | Blattberg, R. C., Getz, G., & Thomas, J. S. (2001). Customer Equity: Building and Managing Relationships as Assets. Harvard Business School Press. ISBN: 978-0875847191 |
| Další názvy | Price Sensitivity Meter, PSM, Van Westendorp Method | CLV, LTV, Customer Value |
| Příbuzné | 5 | 5 |
| Shrnutí≠ | The Van Westendorp Price Sensitivity Meter is a market research method developed by Peter van Westendorp in 1993 for assessing consumer price perception and estimating willingness-to-pay ranges without directly asking customers their maximum price. The method uses four simple questions about price acceptability, yielding estimates of optimal price, acceptable price range, and price perception zones. | Customer Lifetime Value (CLV) is a financial metric that quantifies the total profit a company expects to generate from its relationship with a customer over the entire duration of that relationship. Developed through work by Blattberg, Getz, and Thomas in the 1990s-2000s, CLV integrates acquisition costs, purchase behavior, retention rates, and margin information to estimate the net present value of each customer. |
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