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MarketAbility featured Practitioners
Paul Hague
A Yorkshireman on the alternative side of the Pennines but on the
right side of his customers
more...
James R.N. Thorne
An islander with a customer-focused mentality and a penchant for
strategy
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The
Marketing Centre
Phil Allen's MarketAbility
Seestrasse 103
CH-8820 Wädenswil
0041 1 783 87 77 |
e-mail scanned with Norton Anti-Virus
© Copyright MarketAbility
2003.
All rights reserved.
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| Dear
Marketeer
Measuring Marketing Effectiveness ?
How often in your working year are you confronted by the challenge
of measuring marketing effectiveness? How difficult is it for you
to find meaningful and concrete measures to convince your management
about the impact of your marketing plans and activities?
MarketAbility
has developed the Customer Value Management Diagnostic to help marketers
measure the effectiveness of their marketing activities and plans,
to identify success points to leverage and to identify areas needing
improvement or attention.
Read
more here... |
• Marketing
and CVM in Practice
Driving home the service ethic
All the talk in the rental car business has focused on the strength
of the Hertz brand and the classic tale of how Avis hauled themselves
out of the pack of Hertz-followers by positioning themselves as
No. 2 in car rentals with the slogan "We try harder".
Until recently, that is, when we can now read the latest marketing
success in car rentals - that of Enterprise Rent-a-Car. A success
story built on a commitment to caring about what customers thought
- something that we, at MarketAbility, also believe in most strongly.
To read more check out the recent article in "Financial Times",
Monday 2 June 2003
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Where
is Customer Value in the Chemicals and Plastics Industry?
A major new benchmarking study conducted by MarketAbility
shows a very poor performance on Customer Value Management by leading
companies in the Chemicals and Plastics industry.
"We have benchmarked the top 150 global chemicals and plastics
companies against our Customer Value Management (CVM) best practice
model", explains MarketAbility CEO, Phil Allen.
"The results are a disgrace. Even the top 10 performers in
the industry are way off the mark of best practice on CVM. Small
wonder that the industry is not performing and the shares remain
unattractive to investors."
MarketAbility's benchmark study identifies the root cause of the
problem as being a continued pre-occupation in the industry with
products, production and supply-side issues which has precluded
any significant attempt to understand customer needs and values.
This translates into a commodity mind-set when offerings are
developed and leads to poor implementation of value-based strategies."
A copy of the full report can be purchased from MarketAbility
for € 725
Purchase
the copy...
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• What's
new in Marketing and CVM ?
European
Council on Customer Strategy Meeting
Advancing Customer Strategy for Sutainable Growth and Profit
Customer Focus has
become a cliché in the past few years, just like many other
over-used and (often) misused management buzzwords.
"Customer focus is widely trumpeted, poorly understood and
badly implemented" claims Ian Ryder, Vice President, Brand
& Communications EMEA at Unisys Limited and newly elected
Chairman of the European Council on Customer Strategy. "In
today's highly competitive and fast-moving market-place a real
commitment to customer focus is essential for sustainable business
growth and profitability."
Phil Allen takes
up the point...read
full article...
If you are interested in joining the European Council on Customer
Strategy, please contact olivier.christ@conference-board.org
or allan.waller@conference-board.org
Chemical Industry needs Customer Specs
EyeforChem Europe speakers and delegates confirmed this week in
Amsterdam that chemicals and plastics producers need to start
looking at life and business through their customers' eyes.
"You cannot deliver value to the customer, if you do not
first understand what the customer values and what she or he is
willing to pay for."
This point was reinforced by a powerful set of papers from e-Epoxy.com
(Dow Chemical), Dow Corning, Eastman Chemicals, Roche Vitamins,
Xiameter, BASF and Rhodia all of whom shared and showed experiences
and examples from their actual businesses, where a genuine customer
focus had brought greater business success.
Read more at www.eyeforchem.com
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MarketAbility
E-cademy
MarketAbility has launched
an internet-based E-cademy. The Marketing and Sales E-cademy offers
a comprehensive range of learning programmes for all levels of marketers
and busy business managers and executives.
Learning takes place from your home or office location or wherever
you are - provided you have a decent internet connection. You choose
your times. You choose the speed and pace of learning to suit your
needs.
Read
more...
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Value-Based Marketing
for Bottom-Line Success
The value-based marketing approach described
in this book reflects a reality for any business manager or leader
at any level in the organization; the real game is delivering superior,
meaningful value to target customers. Our value commitment to you
is that Value-Based Marketing for Bottom-Line Success will
both change the way you look at customers and your business and
give you the knowledge and tools to really make a difference to
your performance.
A few comments to the book:
"Any marketing book capable of generating real discomfort and
inspiration in equal quantities (like this one does) has to be a
"must-read". A "hands-on", practical guide to
help you improve your business and delight your customers."
- Paul J. Snaith, Vice President, Marketing, Shell Gas (LPG)
"A
refreshing change from the usual literature on marketing. The authors
address the challenges of creating and sustaining value through
an innovative, practical, and pragmatic "blue-print".
A must read for any corporate executive frustrated as to how to
translate theory into practice that delivers value."
- Omar M. Shamma, Chief Executive, Al Gurg Fosroc LLC, a division
of BP Plc
"Many
businesses today have no idea what value they bring to the customer,
they simply sell products that customers need. This book challenges
you not only to understand the value but to turn it into a competitive
weapon."
- Henry S. Proctor, Business Vice President, Organic Intermediates,
Solvents, and Monomers, The Dow Chemical Company
"This
book is packed with all the right tools for business success. They
asked all the right questions needed to turn value creation into
bottom-line results. I found myself taking notes on almost every
page!"
- Fred M. Daniell, Marketing Director, TICONA
Every week we will post two names on our website.
If you claim
your copy of the book while your name is there - click on the name
and your claim is made, we will send you a free copy of the book,
or - if you already have the book a free MarketAbility Marketing
Wisdoms desktop calendar
Win
your personal copy...
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MarketAbility
Wisdom
Here we are featuring articles written by
MarketAbility practitioners
In this issue:
Customer
Value and Key Account Management, by Phil Allen, CEO, MarketaAbility
Addressing
customer myopia: strategic interactive marketing planning in a volatile
business environment, by Terry Kendrick, Information Now Limited
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MarketAbility
News
MarketAbility Academy Workshops
The Marketing and Sales Academy for Chemicals and Plastics contain
a high proportion of practical learning opportunities, following
the principle of
Learn - Practice - Apply - Implement
• Learn the concept, model or tool
• See how others have practised it's application successfully
• Apply the concept, model or tool to your own business
• Decide how you can implement it in your business
The Marketing and Sales Academy workshops are designed specifically
for new and active marketers, they are led by experts with practical
experience.
> A range of workshops designed to meet the needs of those new
to marketing, those from a non-marketing background and for more
experienced marketers.
>Run by marketing experts with hands-on experience.
>Case studies from the industry and from other relevant markets
>Take-away checklists, computer tools and marketing models
Find out more
about our next workshops...
Phil Allen to speak at ECMSA Annual Re-union and 2003 Strategy and
Marketing Conference 13th - 15th October 2003
There will be three sessions featuring speakers on
1) Market and Marketing Issues
2) Business Management Issues and
3) Innovation and Organic Growth.
The opening speaker will be Ralf Gronych from CEFIC and BASF who
will review the Chemical Industry in Europe and the challenges it
now faces in the new post 9/11 order. Farrokh Suntook a member and
Head of Business Unit at HI Europe (formerly Total Research) will
give us insights into modern segmentation practice with a case history
from the chemical and allied industries. Phil Allen from MarketAbility
will then develop this theme in terms of case histories on best
practice in customer value management and discuss how companies
are using this process to optimally serve their targeted business
segments.
On the day before the ECMSA Strategy and Marketing Conference (Monday
13th October, 2003) Phil Allen will lead a one-day interactive workshop
on "Pricing for Profit" more details here....
Full
description...
Timetable...
Key Account Management
MarketAbility is pleased to announce a new and unique series of
workshops on the subject of Key Account Management. Look out for
more details in our next E-mailer or call us for further details
right now.
Give
us your opinion about Key Account Management
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