The Customer Trap How to Avoid the Biggest Mistake in Business
American business is dysfunctional. Companies of all sizes follow the mistaken belief that their products and services are best sold through mega-customers with pervasive market reach, such as Amazon and Walmart. Far too many business leaders fail to realize—until it is too late—that the relentless...
| Autores principales: | , |
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| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Berkeley, CA :
Apress
2015.
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| Edición: | 2nd ed. 2015. |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009629706206719 |
Tabla de Contenidos:
- Contents; PART I: Setting Up forFailure; Chapter 1: The Biggest Business Mistake; It's a Common Story; So What, Exactly, Is a Mega-Customer?; The 10 Percent Rule; But It's Not the Mega-Customer's Fault !; Who Is Responsible?; Chapter 2: The Customer Trap and Brand Destruction; Levi Strauss Gives It Away; Goodyear: The Rubber Hits the Parking Lot; Chapter 3: Turning Your Innovations into Commodities; The Example from Detroit; Rubbermaid Abrogates Control; Little Tikes; The Acceleration of Commoditization; The Dye is Cast; Perfecting the Customer Trap
- Chapter 4: When Sales Channels Get HijackedA Step Back Before Moving Forward; Holding Data Hostage; Chapter 5: Living the Outsourcing Compulsion; Globalization: A Mostly Necessary Evil; Sales and Distribution: A Look Back; Emergence of Mass Retailing; Department Stores; Mail-Order Houses; Chain Stores; Vertically Integrated Firms; Arrival of the Megas; " Strategic Thinking"; The Current American System; Foreign Direct Investment; Walmart in China; And the Others Soon Follow; Mexico: The New (Old?) China; The Outsourcing Compulsion; PART II: Avoiding theTrap; Chapter 6: The STIHL Story
- OriginsService; The Dealer's Perspective; Avoiding the Customer Trap; The Advertising Campaign; Seeking Out New Retailers; Chapter 7: Innovation's Second Step; Model of Innovator/Distributor Relationship; Sources of Power for the Megas; Scale; Markets; Legal Context; Power of Producers; Product; Depth of Innovation; Differentiation; Availability of Substitutes; Process Innovation; Brand Awareness; Scale or Size; Legal Context; The Second Step; Phase 1: Low Scale; Use Direct Marketing; Use Independent Distributors; Phase 2: Low-to-Medium Scale; Phase 3: Medium-to-Large Scale
- Phase 4: Large-to-Large-Plus ScalePhase Summary; Chapter 8: Getting the Data and Doing Marketing Right; Not All Customers Are Equal; Typologies of Customers; Assessment Criteria; Primary Interest; Time Frame; Focus; Demands; Relationship Approach; Loyalty; Profitability; The Questions to Ask; Getting the Data: The Foundation of Good Marketing; The Emergence of Channel Data Management; Head, Torso, and Tail; The 12 Steps; What Are the 12 Steps?; A Bookstore Sets Itself Apart; Chapter 9: Going Global and Keeping the Faith; Exporting the Dysfunctional Model; Hope Outside the United States
- See It from the Distributor's PerspectiveSet Minimal and Ideal Criteria; Focus on Potential Complementors; Explicitly Spell Out Responsibilities; Construct the Relationship; Constantly Scrutinize the Relationship; Manage Communication; Incentivize the Relationship; You Get Only One Chance in a Market; Chapter 10: Staying Local and Independent; The Battle Is Joined; A Dying Idea; Back to History; Smaller Is Better; The Future Is Brighter Than Ever Before; Our Last Thought; Index; About the Authors; Acknowledgments; Preface; Other Apress Business Titles You Will Find Useful
