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Business Market Management : Understanding, Creating and Delivering Value

by: Anderson, James C.; Narus, James A.

Business Market Management : Understanding, Creating and Delivering Value

by: Anderson, James C.; Narus, James A.

ISBN 13:
9780135226575
ISBN 10:
0135226570
Edition: 1st
Format: Hardcover
Copyright: 01/01/1999
Publisher: PRENTICE HALL
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Summary

A dramatically different new book for Senior/MBA courses in business marketing based on value creation themes. Written by well known authors.

Preface

(2)

Acknowledgments

xiii

(3)

About the Authors

xvi

SECTION I INTRODUCTION AND OVERVIEW

(38)

CHAPTER 1 Business Market Management: Guiding Principles

(36)

OVERVIEW

(2)

VALUE AS THE CORNERSTONE OF BUSINESS MARKET MANAGEMENT

(3)

What Is Value in Business Markets?

(2)

Assessing Value in Practice

(1)

BUSINESS MARKET MANAGEMENT PROCESSES

(6)

Incremental Process Improvement and Radical Process Redesign

(2)

Business Market Management and Business Marketing

(3)

DOING BUSINESS ACROSS BORDERS

(7)

Language and Culture

(3)

Cross-Border Negotiation and Dispute Resolution

(2)

Currency Exchange and Payment Risk

(1)

WORKING RELATIONSHIPS AND BUSINESS NETWORKS

(12)

Work Teams

(1)

Working Relationships

(5)

Business Networks

(6)

SUMMARY

(6)

SECTION II UNDERSTANDING VALUE

(120)

CHAPTER 2 Market Sensing: Generating and Using Knowledge about the Marketplace

(42)

OVERVIEW

(3)

DEFINING THE MARKET

(5)

Market Segmentation

(3)

Determining Market Segments of Interest

(2)

MONITORING COMPETITION

(6)

A Framework for Competitor Analysis

(2)

Improving Monitoring Performance

(3)

ASSESSING VALUE

(15)

Value Assessment Methods

(9)

Building Value Models

(5)

GAINING CUSTOMER FEEDBACK

(9)

Customer Satisfaction Measurement

(3)

Return on Quality

(1)

Customer Value Analysis

(2)

SUMMARY

(4)

CHAPTER 3 Understanding Firms as Customers

(39)

OVERVIEW

(1)

UNDERSTANDING PURCHASING ORIENTATION

(21)

The Buying Orientation

(4)

The Procurement Orientation

(7)

The Supply Management Orientation

(7)

Putting Knowledge of Purchasing Orientation to Use

103

(2)

UNDERSTANDING HOW PURCHASING WORKS WITH OTHER FUNCTIONS AND FIRMS

105

(8)

Value Management as a Cooperative Framework

105

(2)

Adding Value to the Purchasing Process through Buying Teams

107

(2)

Working with Suppliers and across Functions

109

(4)

UNDERSTANDING THE PURCHASE DECISION PROCESS

113

(5)

Understanding Customer Requirements and Preferences

113

(2)

Learning the Customer's Purchase Process

115

(1)

Evaluating Supplier Performance

116

(2)

SUMMARY

118

(4)

CHAPTER 4 Crafting Market Strategy

122

(37)

OVERVIEW

122

(2)

BUSINESS STRATEGY AS THE CONTEXT FOR MARKET STRATEGY

124

(10)

A Resource-Based View of the Firm

125

(2)

Fundamental Value-Based Strategies

127

(3)

Strategy Making

130

(4)

PLANNING MARKET STRATEGY IN BUSINESS MARKETS

134

(20)

What Do We Know?

135

(6)

What Do We Want to Accomplish?

141

(8)

How Will We Do It?

149

(5)

SUMMARY

154

(5)

SECTION III CREATING VALUE

159

(134)

CHAPTER 5 Managing Market Offerings

161

(39)

OVERVIEW

161

(2)

SOME CONVENTIONAL THINKING ABOUT MARKET OFFERINGS

163

(4)

The Tunnel Vision of Commodity Markets

163

(2)

Services as Core Products in Market Offerings

165

(2)

CONSTRUCTING FLEXIBLE MARKET OFFERINGS

167

(18)

The Concept of Flexible Market Offerings

167

(2)

Articulate the Present Market Offering for Each Market Segment

169

(3)

Assess Customer Value and Supplier Cost

172

(3)

Formulate Flexible Market Offerings by Market Segment

175

(6)

Prepare to Implement Flexible Market Offerings

181

(4)

VALUE-BASED PRICING

185

(7)

Traditional Pricing Approaches

186

(2)

An Approach to Value-Based Pricing

188

(4)

MANAGING MARKET OFFERINGS ACROSS BORDERS

192

(5)

Adapting Market Offerings across Borders

192

(2)

Pricing across Borders

194

(3)

SUMMARY

197

(3)

CHAPTER 6 New Offering Realization

200

(50)

OVERVIEW

200

(1)

REALIZATION STRATEGY

201

(21)

Development Goals and Objectives

203

(3)

The Aggregate Project Plan

206

(8)

Concurrent Engineering in Realization Strategy

214

(3)

Outside Development Relationships and Networks in Realization Strategy

217

(5)

REALIZATION PROCESS MODELS

222

(14)

A Variety of Realization Process Models

222

(10)

A General Realization Process Model

232

(4)

MARKET-ORIENTED REALIZATION

236

(10)

Market-Oriented Research

236

(3)

Market-Oriented Development

239

(7)

SUMMARY

246

(4)

CHAPTER 7 Business Channel Management

250

(43)

OVERVIEW

250

(1)

DESIGNING CUSTOMER-DRIVEN MARKETING CHANNELS

251

(16)

Assess the Value of Potential Channel Service Outputs to Customers

253

(1)

Examine the Performance of the Existing Distribution System

253

(1)

Identify Major Resource Constraints

254

(1)

Find and Target Service Output "Gaps" for Corrective Action

254

(2)

Rethink Channel Business Processes and Functions

256

(3)

Select and Implement the Reconfigured Distribution System

259

(8)

CREATING VALUE THROUGH DIRECT CHANNELS

267

(9)

Creating a Sales Force of Value Merchants

269

(1)

Deploying Value Merchants

270

(4)

Designing a Logistics System That Creates Value

274

(2)

STRENGTHENING RESELLER PERFORMANCE THROUGH CHANNEL POSITIONING

276

(12)

Determine Reseller Performance Expectations

277

(2)

Select an Advantageous Channel Position

279

(2)

Construct the Channel Offering

281

(3)

Communicate the Channel Position

284

(1)

Building Marketplace Equity

284

(4)

SUMMARY

288

(5)

SECTION IV DELIVERING VALUE

293

(122)

CHAPTER 8 Gaining Customers

259

(40)

OVERVIEW

295

(1)

PROSPECTING FOR NEW BUSINESS RELATIONSHIPS

296

(12)

Generate Leads from Business Market Databases

300

(2)

Prompting and Gathering Inquiries via Integrated Marketing Communications

302

(3)

Qualifying Leads and Inquiries as Prospects

305

(1)

Getting the Sales Force to Follow Up with Prospects

306

(2)

ASSESSING MUTUAL FIT

308

(8)

Scheduling the First Meeting

309

(4)

Learning Each Other's Requirements and Preferences

313

(3)

GAINING THE INITIAL ORDER

316

(11)

Demonstrating Value

317

(9)

Negotiating the First Sale

326

(1)

INITIAL ORDER FULFILLMENT

327

(5)

Coordinating Supplier Functions

328

(1)

Completing the Transaction

328

(3)

Decide Whether to Continue Doing Business Together

331

(1)

SUMMARY

332

(3)

CHAPTER 9 Sustaining Reseller Partnerships

335

(37)

OVERVIEW

335

(1)

FULFILLING COMMITMENTS TO DELIVER VALUE

336

(8)

Fulfilling Supplier Commitments to Deliver Value

336

(3)

Fulfilling Reseller Commitments to Deliver Value

339

(3)

Ensuring That Value Is Delivered

342

(2)

STRENGTHENING DELIVERED VALUE

344

(9)

Adjusting Commitments

345

(5)

Working Together More Effectively

350

(3)

WORKING TOGETHER TO FULFILL CHANGING MARKETPLACE REQUIREMENTS

353

(13)

Creating Adaptive Channels

353

(10)

Skillfully Handling Relationship Transfers

363

(3)

SUMMARY

366

(2)

APPENDIX

368

(4)

CHAPTER 10 Sustaining Customer Relationships

372

(43)

OVERVIEW

372

(1)

FULFILLING MUTUALLY AGREED-UPON CUSTOMER REQUIREMENTS

373

(10)

Thinking Strategically about Relationships

374

(3)

Delivering Superior Value with Relationship-Specific Offerings

377

(6)

PURSUING CONTINUITY AND GROWTH

383

(28)

Working Together

383

(12)

Pursuing Growth

395

(6)

Evaluate Relationship Outcomes and Reassign Accounts

401

(4)

Periodically Update the Value Provided

405

(6)

A Final Thought on Sustaining Relationships

411

(1)

SUMMARY

411

(4)

Index

415

Amazon no longer offers textbook rentals. We do!

Business Market Management : Understanding, Creating and Delivering Value

Business Market Management : Understanding, Creating and Delivering Value

9780135226575

0135226570

Summary

Author Biography

Table of Contents

Supplemental Materials

Write a Review

Amazon no longer offers textbook rentals. We do!

Business Market Management : Understanding, Creating and Delivering Value

Business Market Management : Understanding, Creating and Delivering Value

9780135226575

0135226570

Summary

Author Biography

Table of Contents

Supplemental Materials

Write a Review

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