erstand and address these issues. Overlap Between Transaction and Zone Functions What makes the company appealing to a prospective customer and to an existing customer overlaps considerably. However, differences are present and a focus on transactions at the expense of the existing customers' perceptions can be a serious mistake. You Can't Stop Advertising! One of the clear implications of this analysis is that, no matter how mature your market gets, you cannot significantly diminish your advertising activities, not as long as competitors are trying to undermine your position. Even if you are the current provider, you cannot afford to let up too much on your media exposure. If your customers see an increase in advertising by your competitors, accompanied by a serious drop-off in your own, you run the risk of losing credibility. The consumer might think that this lack of exposure on your part is a sign that something is wrong. It also leads to an increasing familiarity with the competitor to your detriment. Chapter 18 New Metrics, New Segments, New Research Required To take on this greatly expanded responsibility the marketing, advertising, and market research organizations will have to be equipped with some new tools and some new approaches. An entirely new set of metrics for measuring the effectiveness of activities will have to be developed. A new set of segmentation schemes that organize customers and prospects in more meaningful and useful ways is needed. Also required are new kinds of market research that help the organization understand, not only what makes customers subscribe in the first plac,e but also what makes them stay loyal. REDEFINING THE ROLE OF SALES AND PROMOTION Although the continued and expanded role of marketing and advertising is clear under our new zonal view of the customer landscape, the redefinition of sales and promotion functions takes on a new meaning. Certainly, the sales and promotion groups will have to continue in their efforts to bring in new customers, but that role will need t