Professional Documents
Culture Documents
All Customers
0 150K
50K
100K
Number of Cardholders
Calculate profitability
Greater profits with more volume Can thus calculate break-even volume
Alpen Bank
How marketing research is used to determine if a brand should be launched
Which segment should be targeted? How should the brand be positioned? Then, we can use the 4Ps to implement this
Price Promotions Place Product
Customers
Company
Competitors
Collaborators
Context
Market Segmentation
Creating Value
Product & Service
Pricing
Customer Retention
Profits