6. “In business markets almost every
customer needs a customized product,
quantity, or price. In fact, each segment
effectively consists of one customer.”
Nayarandas
7. “I find that most marketers are so busy
figuring out how their companies can
create value that they don’t pay attention
to communicating the benefits their
companies deliver to customers.”
Nayarandas
8. Proceso de Creació n de Clientes
Construcci
Creació n
Descubrir Validar on
de
Clientes Clientes de la
Clientes
Empresa
Busqueda Ejecució n
9. Four Kinds of Buyers
To determine whether to
Buyer’s position on loyalty ladder
invest in, maintain, or
divest a relationship with Most valuable
Partners
customers
a customer, compare the
advantages of having
that buyer remain on its
current rung of the
loyalty ladder with the Commodity buyers Underperformers
cost of moving it up and
the savings from moving
it down. That calculation
Low High
yields four customer Seller’s cost of serving customers
categories.
10. The Loyalty Ladder May invest
in you
Seeks to collaborate in
new products
developmenr
Business customers display their loyalty in
a predictable sequence as they move up the Its willing to pay premiums
loyaty ladder. You can determine which
rungs your customers stand on by analyzing
sales records, talking to sales teams, and Resists competitors
conducting surveys. blandishments
Endorses
products
Wants to grow the
relationship
11. 1º Clientes de Valor
2º Proposició n de Valor.
3º Red de valor
12. Proceso de Creació n de Clientes
Construcci
Creació n
Descubrir Validar on
de
Clientes Clientes de la
Clientes
Empresa
Busqueda Ejecució n
13. Proposició n de Valor
Procesos Recursos Formula de
beneficio