I loved these terms. Promoters. Passive.
Passives, as the name implies, are satisfied but unenthusiastic customers who are easily wooed by the competition. These customers are disloyal, tending to make buying decisions based on convenience and price considerations—as opposed to brand loyalty.
Promoters are the least price-sensitive, have the highest repurchase rates, and are responsible for between 80 and 90 percent of positive referrals to a company or brand.
These terms are coined by Bain and Company and I found them here.
I think Apple thrives because of promoters.
by Ramesh , on November 13, 2009 4:57 AM
And you are a promoter, of course.
What about a "mercenary" - who will switch brands depending on who's giving something free with it !!
by Anonymous , on December 10, 2009 5:04 AM
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