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Business Market Management: Understanding, Creating and Delivering Value / Edition 1
     

Business Market Management: Understanding, Creating and Delivering Value / Edition 1

by James C. Anderson, James A. Narus
 

ISBN-10: 0135226570

ISBN-13: 9780135226575

Pub. Date: 11/05/1998

Publisher: Pearson Education

Business Market Management explores the process of understanding, creating and delivering value to targeted business markets and customers. Relying upon empirical assessment of value in the marketplace, it provides a means of gaining an equitable return on value delivered and enhancing a supplier firm's present and future profitability. This book

Overview

Business Market Management explores the process of understanding, creating and delivering value to targeted business markets and customers. Relying upon empirical assessment of value in the marketplace, it provides a means of gaining an equitable return on value delivered and enhancing a supplier firm's present and future profitability. This book reflects the principles and practices of the discipline, and—by presenting and conducting management practice research—strives to advance the field. It brings together venerable past thinking and leading-edge thinking to provide a progressive approach to managing business markets.

Product Details

ISBN-13:
9780135226575
Publisher:
Pearson Education
Publication date:
11/05/1998
Edition description:
Older Edition
Pages:
430
Product dimensions:
7.21(w) x 9.59(h) x 1.38(d)

Table of Contents

Preface xi(2)
Acknowledgments xiii(3)
About the Authors xvi
SECTION I INTRODUCTION AND OVERVIEW 1(38)
CHAPTER 1 Business Market Management: Guiding Principles
3(36)
OVERVIEW
3(2)
VALUE AS THE CORNERSTONE OF BUSINESS MARKET MANAGEMENT
5(3)
What Is Value in Business Markets?
5(2)
Assessing Value in Practice
7(1)
BUSINESS MARKET MANAGEMENT PROCESSES
8(6)
Incremental Process Improvement and Radical Process Redesign
9(2)
Business Market Management and Business Marketing
11(3)
DOING BUSINESS ACROSS BORDERS
14(7)
Language and Culture
15(3)
Cross-Border Negotiation and Dispute Resolution
18(2)
Currency Exchange and Payment Risk
20(1)
WORKING RELATIONSHIPS AND BUSINESS NETWORKS
21(12)
Work Teams
21(1)
Working Relationships
22(5)
Business Networks
27(6)
SUMMARY
33(6)
SECTION II UNDERSTANDING VALUE 39(120)
CHAPTER 2 Market Sensing: Generating and Using Knowledge about the Marketplace
41(42)
OVERVIEW
41(3)
DEFINING THE MARKET
44(5)
Market Segmentation
44(3)
Determining Market Segments of Interest
47(2)
MONITORING COMPETITION
49(6)
A Framework for Competitor Analysis
50(2)
Improving Monitoring Performance
52(3)
ASSESSING VALUE
55(15)
Value Assessment Methods
56(9)
Building Value Models
65(5)
GAINING CUSTOMER FEEDBACK
70(9)
Customer Satisfaction Measurement
73(3)
Return on Quality
76(1)
Customer Value Analysis
77(2)
SUMMARY
79(4)
CHAPTER 3 Understanding Firms as Customers
83(39)
OVERVIEW
83(1)
UNDERSTANDING PURCHASING ORIENTATION
84(21)
The Buying Orientation
85(4)
The Procurement Orientation
89(7)
The Supply Management Orientation
96(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

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