Business-to-business marketsawhat the authors call qbusiness marketsqaaccount for a huge proportion of the total GNP in the United States and in other industrialized nations. However, many companies competing in business marketsatypically commodity markets or those susceptible to commodizationamust continually resist the relentless price pressures of their clientsa purchasing managers. Incented to reduce their firmas procurement costs, purchasing agents argue that their supplieras product or service is a commodity, i.e. an easily replaceable equivalent. In such an environment, business market firms typically struggle to convince customers of the value of their offerings rather than simply focusing on the price. This book presents a compelling approach that allows suppliers to demonstrate and document superior value compared to the next best alternative from the customeras perspective, thereby elevating the sales force's role to an advisory position. Many of the examples will come from outside the USA. Audience: Senior management teams and senior managers in marketing and sales in the business-to-business world, in such markets as agricultural equipment (e.g., John Deere), automotive parts (e.g., Bosch), chemicals (e.g., Dow Chemicals), and oil and gas (e.g., Shell) as well as personal computers (e.g., Sun, Dell, Microsoft), telecommunications (e.g., Cisco, Lucent, Level 3, BT), and financial services (e.g., Amex, Morgan Stanley).This book presents a compelling approach that allows suppliers to demonstrate and document superior value compared to the next best alternative from the customeras perspective, thereby elevating the sales forcea#39;s role to an advisory ...
|Author||:||James C. Anderson, Nirmalya Kumar, James A. Narus|
|Publisher||:||Harvard Business Press - 2007|