Michael Richter
International marketing and sales consultant
Hauptstrasse 27
DE-88422 Seekirch
Tel: +49(0)7582-933371
Fax: +49(0)7582-933372
E-Mail: michael.richter@marketing-und-vertrieb-international.de
Dictionary for strategic marketing - ... marketing is ...
Dictionary
Start 'Key-Account-Management' - nationally and internationally !!First of all we should have the follwing overview:
1. Who are the most important consumers in the market place - by country ?
2. Whom of them would we like to have as our clients ?
3. Which 'strategic weight' should this customer have - compared to the others ?
4. Which means do we intend to invest ?
5. How will the sales department be equipped - just 'me-too-position' or own positioning ?
6. How will the management of interfaces be handled ?
7. How will projects and systems be managed ?
8. What does the key account do and what can we do for him ?
9. What is important for the key-account and how is our situation with a view to the competition ?
10. How are decisions made at the key account ?
11. Which data do we have concerning the key account - quantities bought, pricing,
trends, etc. ?
12. Which advantages do we present to the deciders of the key account as such ?
13. How shall the communication be handled - who are the partners on both sides ?
14. Which horizontal organisation is advisable ?
Checklist Key Account >>
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