组织市场管理 第2版PDF|Epub|txt|kindle电子书版本网盘下载

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SECTION Ⅰ: INTRODUCTION AND OVERVIEW1

CHAPTER 1 Business Market Management:Guiding Principles3

Overview3

Value as the Cornerstone of Business Market Management4

What Is Value in Business Markets?6

Assessing Value in Practice7

Managing Business Market Processes9

Shareholder Value,Business Processes,and Marketing10

Core business processes10

Contributions of marketing11

Business Market Management and Business Marketing12

Business market processes12

Business marketing13

Doing Business Across Borders15

Language and Culture17

Cross-Border Negotiation and Dispute Resolution18

Cross-border negotiations19

Cross-border dispute resolution20

Currency Exchange and Payment Risk20

Working Relationships and Business Networks21

Work Teams22

Working Relationships24

Collaborative relationship agreements25

Collaborative relationship development26

Business Networks27

Business network characteristics28

Analyzing business networks30

Summary33

SECTION Ⅱ: UNDERSTANDING VALUE39

CHAPTER 2 Market Sensing: Generating and Using Knowledge About the Market41

Overview41

Defining the Market45

Market Segmentation45

Conventional bases of segmentation46

Progressive bases of segmentation47

Determining Market Segments of Interest49

Market segment size and growth51

Sales and profit potential52

Monitoring Competition55

A Framework for Competitor Analysis56

Future goals56

Assumptions56

Current strategy56

Capabilities57

Improving Monitoring Performance57

Competitor intelligence systems57

Seek disconfirming as well as confirming evidence60

Assessing Customer Value60

Value Assessment Methods61

Internal engineering assessment61

Field value-in-use assessment61

Indirect survey questions62

Focus group value assessment62

Direct survey questions63

Conjoint analysis63

Benchmarks63

Compositional approach64

Importance ratings64

Customer Value Management66

Translating business issues into projects68

Customer value workshop69

Customer value research71

Constructing a business case for change74

Value realization74

Gaining Customer Feedback78

Customer Satisfaction Measurement81

American Customer Satisfaction Index(ACSI)81

What customer satisfaction results mean82

Customer Value Analysis84

Summary85

CHAPTER 3 Understanding Firms as Customers90

Overview90

Understanding Purchasing Orientation91

The Buying Orientation93

Obtaining the best deal93

Maximizing power over suppliers94

Avoiding risk95

Developments in buying95

The Procurement Orientation96

Improving quality97

Reducing total cost of ownership98

Cooperating with suppliers100

The Supply Management Orientation101

Focus on end-users102

Craft a sourcing strategy102

Build a supply network104

Sustain highly collaborative relationships with select suppliers107

Apply purchasing portfolio management107

Putting Knowledge of Purchasing Orientation to Use110

Understanding How Purchasing Works with Other Functions and Firms111

Value Management as a Cooperative Framework111

Adding Value to the Purchasing Process Through Buying Teams114

Team member roles114

Buying situations115

Buying team tasks116

Working with Suppliers and Across Functions116

Developing supply resources116

Improving existing offerings116

Contributing to new offering realization117

Understanding the Purchase Decision Process119

Understanding Customer Requirements and Preferences119

Triangulate on customer requirements120

Map customer activity and value cycles120

Learning the Customer's Purchase Process122

Evaluating Supplier Performance124

Reviewing price,quality,and availability124

Scrutinizing total costs126

Tracking supplier value126

Summary127

CHAPTER 4 Crafting Market Strategy131

Overview131

Business Strategy as the Context for Market Strategy133

A Resource-Based View of the Firm134

Core competencies135

Capabilities135

Brands as resources136

Reliance on outside partners for resources137

Fundamental Value-Based Strategies140

Product leadership140

Customer intimacy140

Operational excellence142

Strategy Making143

Who makes strategy?143

Defining purpose144

Strategy as orderly advances punctuated by radical change145

Planning Market Strategy in Business Markets146

What Do We Know?147

Review recent performance147

Gather essential market information148

Construct scenarios151

What Do We Want to Accomplish?152

Targeting153

Setting goals and objectives154

Positioning in busine markets155

Building brands in business markets159

How Will We Do It?160

Develop an action plan162

Marketing and sales programs163

Take stock of implementation skills163

Learning and adapting165

Summary168

SECTION Ⅲ:CREATING VALUE173

CHAPTER 5 Managing Market Offerings175

Overview175

Some Conventional Thinking About Market Offerings178

The Tunnel Vision of Commodity Markets178

Understanding the true extent of commoditization179

Rebuilding differentiation180

Services as Core Products in Market Offerings182

Constructing Flexible Market Offerings183

The Concept of Flexible Market Offerings183

Articulate the Present Market Offering for Each Market Segment185

The true breadth of the market offering187

The arbitrary nature of charges187

Lack of variation across segments187

Assess Customer Value and Supplier Cost187

Measuring customer value187

Coming to grips with service costs188

The payoff from value and cost assessments189

Formulate Flexible Market Offerings by Market Segment190

Reevaluating existing standard services190

Reexamining optional services193

Building flexibility with new services193

Pricing implications195

Prepare to Implement Flexible Market Offerings196

Option menu versus tailored-value package196

Branding market offerings198

Anticipating implementation problems with customers199

Breaking away from the pack202

Value-Based Pricing203

Traditional Pricing Approaches204

Cost-plus pricing204

Competition-based pricing204

An Approach to Value-Based Pricing205

Managing Market Offerings Across Borders211

Adapting Market Offerings Across Borders211

International market development211

Providing transnational market offerings212

Global branding213

Pricing Across Borders214

Pricing in local markets214

Harmonizing pricing across borders215

Summary217

CHAPTER 6 New Offering Realization222

Overview222

Realization Strategy223

Development Goals and Objectives224

Overall development goals225

Project objectives227

The Aggregate Project Plan228

Mapping the kinds of development projects228

Making capacity decisions233

Gaining critical skills and capabilities235

Concurrent Engineering in Realization Strategy235

Point-based versus set-based approaches to concurrent engineering236

Set-based concurrent engineering and flexible market offerings236

Outside Development Relationships and Networks in Realization Strategy238

Alternative development structures238

Aims of development relationships and networks240

Decision considerations242

Realization Process Models243

A Variety of Realization Process Models243

SMALLFRY Industrial Design243

AKZO NOBEL Coatings245

Kleinwort Benson Investment Management247

ABB Asea Brown Boveri large-system projects249

ABN-AMRO Bank Global Transaction Services250

A General Realization Process Model252

Augmenting services in realization process models255

"Next-generation"realization process models255

Market-Oriented Realization256

Market-Oriented Research256

Creating focused research centers257

Connecting research with the market258

Market-Oriented Development259

Positioning statements as a market-focusing mechanism259

Researching market requirements and translating them into design specifications260

Guiding realization efforts with customer value assessment262

Tailoring market introductions of new offerings264

Summary266

CHAPTER 7 Business Channel Management271

Overview271

Designing Superior Value-Adding Marketing Channels273

Assess the Value of Potential Augmenting Service Offering Elements to Customers273

Envision a Value Proposition for Each Targeted Market Segment274

Reformulate the Augmenting Service Offering for Each Targeted Market Segment274

Configure the Channel Network275

Think in terms of business processes and functions275

Consider streams of competition and plan lean enterprises275

Adopt a channel network strategy277

Build a channel network model277

Finalize Marketing and Distribution Arrangements281

Balance exposure and coverage in marketing channels281

Devise profit models282

Carefully select channel partners283

Consider e-business and wireless technologies284

Build international marketing channels285

If possible,place side bets291

Creating Value Through Direct Channels292

Creating a Sales Force of Value Merchants293

Internally promote a value-based marketing philosophy294

Train value merchants294

Compensate value merchants based on profitability of accounts295

Deploying Value Merchants295

Establish necessary sales units295

Determine the number of value merchants needed297

Designate areas of responsibility297

Assign value merchants to areas of responsibility298

Designing a Logistics System That Creates Value298

Segment the market into logistically distinct businesses299

Establish differential service standards for each market segment299

Tailor unique logistics systems to deliver differential services299

Exploit economies of scale among the different logistics systems299

Strengthening Reseller Performance300

Build Marketplace Equity300

Decompose marketplace equity300

Cultivate brand and reseller equity302

Determine Reseller Performance Expectations302

Assess the Reseller Value of Channel Offering Elements303

Construct a channel positioning matrix303

Craft a Reseller Value Proposition and Channel Offering306

Devise and pretest the channel offering306

Improve reseller target-marketing efforts via tailored channel offerings307

Communicate the Reseller Value Proposition308

Summary311

SECTION Ⅳ: DELIVERING VALUE315

CHAPTER 8 Gaining Customers317

Overview317

Prospecting for New Business Relationships318

Generating Leads from Business Market Databases320

Prompting and Gathering Inquiries via Integrated Marketing Communications323

Use integrated marketing communications to reach the target market324

Encourage and process inquiries326

Foster strong brands327

Qualifying Leads and Inquiries as Prospects328

Getting the Sales Force to Follow Up with Prospects329

Provide knowledge to create an informed sales force329

Motivate sales representatives to follow up329

Give sales representatives experience dealing with prospects330

Furnish abundant sales support330

Assessing Mutual Fit332

Scheduling the First Meeting335

Getting started for simple sales335

Initiating dialogue for complex sales336

Learning Each Other's Requirements and Preferences336

Plan the call337

Open the call337

Investigate requirements and preferences338

Gaining the Initial Order341

Demonstrating and Documenting Value342

Propose solutions344

Gain the order346

Negotiating the First Sale350

Pricing the initial offering350

Negotiation approaches351

Understanding BATNA351

Initial Order Fulfillment351

Coordinating Supplier Functions352

Completing the Transaction355

Manage revenue355

Follow up with prospects after the sale356

Deciding Whether to Continue Doing Business Together357

Summary357

CHAPTER 9 Sustaining Reseller Partnerships361

Overview361

Fulfilling Commitments to Deliver Value362

Fulfilling Supplier Commitments to Deliver Value362

Provide responsive sales and marketing programs363

Back up resellers with pricing support363

Furnisn operational and technical support364

Pass the critical incident test365

Fulfilling Reseller Commitments to Deliver Value365

Provide consistently superior service to customer firms366

Innovate in the local marketplace366

Enhance the supplier's brand equity366

Pass the critical incident test368

Ensuring That Value Is Delivered369

Conduct market research369

Getting an equitable return on delivered value369

Synchronizing Joint Fulfillment Efforts371

Strengthening Delivered Value373

Adjusting Commitments373

Reformulate channel partners' gives ＆ gets373

Make responsive adjustments to the joint annual plan375

Working Together More Effectively377

Establish a reseller advisory council377

Train and coach partner firms378

Strengthen interfirm coordination379

Working Together to Fulfill Changing Marketplace Requirements381

Creating Adaptive Channels381

Provide support in extraordinary situations382

Responsively broaden the market offering383

Share capabilities with other channel members386

Overcome implementation problems388

Skillfully Handling Relationship Transfers389

Delineate relationship transfer criteria389

Establish equitable compensation for relationship transfers391

Summary391

CHAPTER 10 Sustaining Customer Relationships394

Overview394

Fulfilling Mutually Agreed-Upon Customer Requirements395

Thinking Strategically About Relationships396

Consider industry bandwidths396

Partnering as a focused market strategy397

Delivering Superior Value with Relationship-Specific Offerings399

Construct relationship-specific market offerings399

Pricing relationship-specific offerings400

Organize to deliver relationship-specific offerings401

Sell relationship-specific offerings401

Solve common relationship-offering implementation problems402

Pursuing Continuity and Growth405

Working Together405

Promote honest and open communication405

Build trust and commitment406

Implement coordination mechanisms409

Anticipate and resolve conflicts410

Customer retention planning411

Selectively Growing the Relationship413

Estimate and target share of customer's business414

Focused share building415

Pursue single-sourcing and multiple single-sourcing416

Expand the scope of working relationships417

Broaden working relationships419

Adopt new profit models419

Document the profitability of greater share421

Ongoing Customer Relationship Management423

Monitoring,Evaluating,and Reassigning Accounts424

Estimate customer equity424

Implement activity-based costing425

Monitor transaction prices426

Evaluate relationship outcomes and reassign accounts427

Emerging CRM Applications429

Allocating resources for customer acquisition,retention,and growth429

Synchronizing marketing efforts429

Updating customer value431

Sustaining Customers Through Connected Relationships431

Managing within a business network context432

Adding value through business networks434

A final thought on sustaining relationships435

Summary435

Index441