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Periodically Havill & Company distributes, by e-mail, industry specific information bulletins similar to the articles below.  
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Customer Acquisition Cost - A Key Marketing Metric

By Justin Zohn, Senior Consultant

Corporate executives are facing hard decisions.  Profitability concerns are pressuring budgets across the board, including sales and marketing.  Yet what could be more important during tough economic times than funding initiatives to acquire new customers?
The underlying issue is customer acquisition cost.  Drive this cost down and your marketing and sales budgets will yield more customers. 
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Customer Preference and Relationship Share Drive Market Penetration

By Justin Zohn, Senior Consultant

Market penetration is a traditional business metric.  There are two related concepts, however, that provide more actionable information: customer preference and relationship share.  Any successful marketer is always striving to satisfy the buyer’s unmet needs.  Those who satisfy buyer needs more efficiently than the next guy, gain competitive advantage. Read More

 

Decision Makers Avoid Sales Representatives When Researching Purchases

By Justin Zohn, Senior Consultant

In 2000, Havill & Company published a nationally syndicated market research study entitled: "The Commercial Fleet Market Forecast: 1999-2001."  The research was designed to profile business practices of transportation industry decision makers across the U.S. During the research we asked respondents which methods they use to research their purchases.  Only 16 percent reported a preference for face-to-face meetings with sales representatives. Read More

 

Havill Study Estimates Four + Fleet Market at 17.3 Million Vehicles

By Amy Hamman, Manager of Consulting Services

In 2000, Havill & Company published a nationally syndicated market research study entitled: “The Commercial Fleet Market Forecast: 1999-2001”[1].  The research found that over 30 percent of all trucks and buses are owned by businesses.  Including sedans, there are an estimated 17.3 million vehicles owned by business that, in total, own four or more vehicles.  Read More

 

Building Your Own Virtual Marketplace

By Amy Hamman, Manager of Consulting Services

Marketers want to know their market penetration, the size of their available market relative to their revenue.  This provides a comparative measure of the success of their marketing and sales initiatives.  When market share is available at the regional and local level, it measures the effectiveness of sales associates and channel partners.  With this information, managers are able to identify poor performance and take corrective action.  Read More

 

Underground Storage Tanks Decline by 1 Million

By Justin Zohn, Senior Consultant

In 2000, Havill & Company[1] published a nationally syndicated market research study entitled “The U.S. EPA Regulated Refueling Facility Market Forecast: 2000-2005[2].  The report provided industry stakeholders with an in-depth forecast of the changes in the retail and private refueling facility markets following the 1998 underground storage tank (UST) regulatory deadlines. 
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On-Site Facilities Dispense 12 Billion Gallons to 4+ Fleets

By Justin Zohn, Senior Consultant

In 2000, Havill & Company published a nationally syndicated market research study entitled: “The Commercial Fleet Market Forecast: 1999-2001”[1].  The research found that of the 37 billion gallons of fuel consumed by U.S. fleets with four or more vehicles, nearly one-third, 11.9 billion gallons are dispensed from on-site private refueling facilities.  Read More

 

Building Your Own Marketing System

By Justin Zohn, Senior Consultant

Business managers want to reduce their cost of sales and marketing without adversely effecting revenue.  Too often, this means cutting back on advertising expenses and sales personnel.  While sometimes necessary, this approach rarely provides a competitive advantage.  
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