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Business Market Management : Understanding, Creating, and Delivering Value
ISBN: 9780136000884 | 0136000886
Edition: 3rdFormat: Hardcover
Publisher: Prentice Hall
Pub. Date: 6/5/2008
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Anderson builds the book around a framework of understanding, creating, and delivering value. Viewed from an international perspective-rather than a purely American one-Business Market Management draws upon best business practices, allowing readers to understand cultural and regional differences. Topics include: market sensing, understanding firms as customers, crafting market strategy, managing market offerings, business channel management, gaining customers, and sustaining reseller and customer relationships. For marketing directors, marketin... MORE
| Preface | |
| Acknowledgements | |
| About the Authors | |
| Introduction and Overview | |
| Business Market Management: Guiding Principles Overview Value as the Cornerstone of Business Market Management | |
| What is Value in Business Markets? | |
| Assessing Value in Practice | |
| Managing Business Market Processes | |
| Shareholder Value | |
| Busin... MORE | |
| Business Processes Contributions of Marketing | |
| Business Market Management and Business Marketing | |
| Business market processes Business marketing | |
| Doing Business Across Borders | |
| Language and Culture | |
| Cross-Border Negotiation and Dispute Resolution | |
| Cross-border negotiations | |
| Cross-border dispute resolution | |
| Currency Exchange and Payment Risk | |
| Working Relationships and Business Networks | |
| Work Teams Working Relationships | |
| Collaborative relationship agreements | |
| Collaborative relationship development | |
| Business Networks Business network characteristics | |
| Analyzing business networks | |
| Summary | |
| Understanding Value | |
| Market Sensing: Generating and Using Knowledge About the Market Overview Defining the Market | |
| Market Segmentation Conventional bases of segmentation | |
| Progressive bases of segmentation | |
| Determining Market Segments of Interest Market segment size and growth Sales and profit potential | |
| Monitoring Competition | |
| A Framework for Competitor Analysis | |
| Future goals | |
| Assumptions Current strategy | |
| Capabilities Improving Monitoring Performance | |
| Competitor intelligence systems | |
| Seek disconfirming as well as confirming evidence | |
| Assessing Value | |
| Value Assessment Methods Internal engineering assessment | |
| Field value-in-use assessment | |
| Indirect survey questions Focus group value assessment | |
| Direct survey questions Conjoint analysis | |
| Benchmarks Compositional approach | |
| Importance ratings | |
| Customer Value | |
| Management Translating business issues into projects | |
| Customer value workshop | |
| Customer value research | |
| Constructing a business case for change | |
| Value realization | |
| Gaining Customer Feedback | |
| Customer Satisfaction Measurement | |
| American Customer Satisfaction Index (ACSI) | |
| What customer satisfaction results mean | |
| Customer Value Analysis Net Promoter Score | |
| Summary | |
| Understanding Firms as Customers Overview Understanding Purchasing Orientation | |
| The Buying Orientation Obtaining the best deal | |
| Maximizing power over suppliers | |
| Avoiding risk | |
| Developments in buying | |
| The Procurement Orientation Improving quality Reducing total cost of ownership | |
| Cooperating with suppliers | |
| The Supply Management Orientation | |
| Focus on end-users | |
| Craft a sourcing strategy | |
| Build a supply network | |
| Sustain highly collaborative relationships with select suppliers | |
| Apply purchasing portfolio management | |
| Putting Knowledge of Purchasing Orientation to Use | |
| Understanding How Purchasing Works with Other Functions and Firms | |
| Value Management as a Cooperative Framework | |
| Adding Value to the Purchasing | |
| Process through Buying Teams | |
| Team member roles | |
| Buying situations | |
| Buying team tasks | |
| Working with Suppliers and Across | |
| Functions Developing supply resources | |
| Improving existing offerings | |
| Contributing to new offering realization | |
| Understanding the Purchase Decision Process | |
| Understanding Customer | |
| Requirements and Preferences Converge on customer requirements | |
| Map customer activity and value cycles | |
| Learning the Customer's Purchase | |
| Process Evaluating Supplier Performance Reviewing price, quality, and availability | |
| Scrutinizing total costs Tracking supplier value | |
| Summary | |
| Crafting Market Strategy Overview Business Strategy as the Context for Market Strate | |
| Table of Contents provided by Publisher. All Rights Reserved. |
