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Question
Explain customer value management and the two basic goals of customer value management.Answer
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Discuss and give two examples of developments in buying.
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________ is based upon the assumption that resources can be expanded to benefit both parties. The process entails identifying shared interests and goals and freely exchanging information.
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Prospecting is often called the art of creating, extracting, and delivering customer value and communicating the value created in a timely manner.
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As a consultant, the salesperson asks a series of focused SPIN questions during calls. Through these questions, the rep helps the customer manager uncover _______ questions, which seek to pinpoint the customer firm's difficulties and dissatisfactions.
a. implied
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_______ is (are) leads and inquiries that the supplier firm has qualified as having significant sales and profit potential.
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With the workload approach, business market managers estimate the total efforts that sales personnel must undertake to serve the entire marketplace.
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The exclusive distribution intensity strategy is where a supplier authorizes many resellers per trade area.
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The efficient, low-cost transactional experience provides inexpensive, convenient, self-service exchange relationships with minimal value-added service, often through Internet Web sites or other direct marketing media.
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A business-to-business (B2B) _______ is an electronic forum where multiple buyers and sellers can make bids or accept offers for a variety of products and services. Buyers and sellers can accept any price offered at any time and either party can withdraw or revise a bid.
a. community
b. catalog
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A form of electronic transaction formats that facilitate delivery of added value is the _______ which is a hosted, though unmoderated, cyber forum where users exchange information about a particular product or service, technology, or industry.
a. community
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The goal of _______ captures the total expenditures required to deliver the intended total customer experience to targeted segments and customers. Perhaps the principal reason that supplier firms turn to indirect channels is the desire to dramatically reduce distribution costs.
a. market access
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The goal of _____ refers to the extent to which business channels enable a supplier firm to reach, develop, and serve targeted segments and customer firms. Ideally, supplier firms seek channels that provide coverage and exposure to as many profitable customers as possible.
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The _______ entails all aspects of a customer firm's encounter with a supplier firm. Ideally, the TCE should be a positive, seamless, and memorable interaction that matches the customer firm's purchasing requirements and preferences.
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a. development speed
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Implementation considerations should inform and guide the generation of market strategy. It is in answering the question, "How will we do it?" that the business develops action plans, designs sales and marketing programs, takes stock of its implementation skills, and prepares for learning and adapting
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Allocation skills refer to a manager's expertise in budgeting time, people, and money.
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_______ is a means of summarizing the branding strategy by displaying the number and nature of common and distinctive brand elements across the firm's products, revealing the explicit ordering of brand elements.
a. brand equity
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c. brand hierarchy
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_______ for a firm identifies which brand elements a firm chooses to apply across the various products it sells." In business markets, the most significant aspect of branding strategy is deciding on the brand hierarchy to pursue.
a. brand equity
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c. brand hierarchy
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a. brand equity
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