Key Account Management - Value Proposition/Cost Analysis

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Presentation for MRKT 4160 class. Key Account Management principles of Value Proposition and Cost Analysis.

Business Technology

Value Proposition and Cost Analysis ,[object Object]

Value Proposition ,[object Object],[object Object]

Examples of Value Propositions ,[object Object],[object Object],[object Object],[object Object],[object Object]

Real Life Example: DDB- Doyle Dane Bernbach ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

DDB- Doyle Dane Bernbach ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Remember this?... http://youtu.be/JJmqCKtJnxM

Value Proposition: DDB ,[object Object],[object Object],[object Object],[object Object],** source: http://www.ddb.com

Cost Analysis ,[object Object],[object Object]

Cost Analysis ,[object Object],[object Object],[object Object],[object Object],[object Object]

Cost Analysis: DDB ,[object Object],[object Object],[object Object]

Customer Profitability ,[object Object],[object Object],Customer Profitability (CP) = Revenues earned from relationship - Costs associated with relationship

Customer Profitability: DDB ,[object Object],[object Object]

Questions... ** *http://www.ariad.ca/images/knorr_small.jpg

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Key or strategic accounts are your most important clients. Not only are they your most important clients; they are also the ones that are at most risk of being wooed by your competition. For most companies, reducing prices to compete has become a staple sales strategy. However, this strategy seriously threatens the survival of the organization. This is why managing and developing key accounts is an essential skill to have, if we want to stay ahead of the competition! We have to realize that, in today’s market place, price alone does not determine sales or profitability. It is essential for you to be able to differentiate yourself and your products and services in order to survive it this cut-throat environment. If you can’t compel, you won’t sell. If you can’t maintain your influence over your key clients, you may as well kiss them goodbye. Our Knowledge Asia’s “Dynamic Key Accounts Management” training course will help you develop strategic account management techniques that ensure not only the protection of your existing clients from competitive attack, but, more significantly, build long and sustainable relationships resulting in excellent customer retention, improved sales, increasing margins and ongoing customer loyalty

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