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Samenvatting - International Bus.& Supply Chain Market. (EBB609B05)
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Summary of 78 pages for the course International Bus.& Supply Chain Market. at RuG
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International business and supply chain marketingTable of Contents
International business and supply chain marketing ...........................................................1
Lecture 1.................................................................................................................................. 4
Chapter 1 B2B Markets and Customer Relationships ................................................................. 6
1.2 B2B Markets ..............................................................................................................................................6
1.3 Value Chains and Networks ......................................................................................................................7
1.4 Customer-Supplier Relationship ...............................................................................................................8
1.5 Ten Characteristics of B2B relationships ...................................................................................................9
1.6 The buying, usage and selling centers ....................................................................................................10
Chapter 2 B2B Customer Value Marketing (CVM) .................................................................... 11
2.2 A CVM overview .....................................................................................................................................11
2.3 The setting of CVM .................................................................................................................................11
2.4 Value for the customer and shareholders ..............................................................................................12
2.5 Customer centricity and experience .......................................................................................................12
Lecture 2 VOC/VFC & Customer Segmentation ........................................................................ 13
Chapter 3 Value of the Customer (VOC) .................................................................................. 18
3.2 The VOC-drivers ......................................................................................................................................18
3.3 Direct Financial Value .....................................................................................................................18
3.4 Indirect Financial Value...........................................................................................................................20
3.5 Relational Value ......................................................................................................................................20
3.6 Sustainability Value .................................................................................................................................20
Chapter 4 Value for the Customer (VFC) .................................................................................. 21
4.2 characteristics of Value for the Customer ..............................................................................................21
4.3 Two VFC concepts ...................................................................................................................................21
4.4 Value-in-exchange and Value-in-use ......................................................................................................22
Chapter 5 Customer Value Segmentation ................................................................................ 23
5.2 The customer Portfolio ...........................................................................................................................23
5.3 Segmenting the customer portfolio........................................................................................................23
5.4 segmenting customers on VOC...............................................................................................................23
5.5 Segmenting customer on VFC.................................................................................................................24
5.6 VOC-VFC segmentation...........................................................................................................................24
Lecture 3 Value propositions and their elements ..................................................................... 25
Chapter 6 Designing Superior Customer Value Propositions ..................................................... 30
6.2 Targeting and Positioning Customer Segments..............................................................................30
6.3 Selective Demarketing....................................................................................................................30
6.4 Designing CVPs ...............................................................................................................................31
6.5 The 2-Bundles CVP framework.......................................................................................................31
6.6 Superior CVPs .................................................................................................................................32
6.7 Differentiating in CVPs ....................................................................................................................32
Chapter 7 Brand Equity........................................................................................................... 34
7.2 Brand, Brand Image, Brand Equity ..........................................................................................................34
7.3 Types of Brands .......................................................................................................................................34
7.4 human behavior in economic situations ................................................................................................35
7.6 The higher purpose ........................................................................................................................35
1
,Chapter 8 From products to total solutions ............................................................................. 36
8.2 Tangible goods and intangible services ..................................................................................................36
8.3 Dealing with the Commodity trap ..........................................................................................................36
8.4 Products and Digitalization .....................................................................................................................36
8.5 Service infusion, Servitization and Goods-Service bundles ....................................................................36
8.6 The power of total solutions...................................................................................................................38
8.7 Service Networks and Ecosystem ...........................................................................................................38
Chapter 9 Differentiating in customer service and customer relationship management ............ 40
9.2 Customer relationships and episodes ....................................................................................................40
9.3 Customer service and customer journeys ..............................................................................................40
9.4 Differentiating in customer relationship management ..........................................................................40
Lecture 4 Supply Chain Management ...................................................................................... 42
Paper 1. Issues in Supply Chain Management (Lambert 2000).................................................. 47
Paper 2 What is right supply chain for your product (Fisher 1997) ............................................ 50
Paper 3 Postponement and speculation strategies (Pagh 1998) ................................................ 51
Paper 4. Aligning marketing and purchasing for new value creation (Matthyssens 2016) .......... 53
Lecture 5 Value Propositions and their sales pitches ................................................................ 54
Chapter 10 value enhancement through sustainability ............................................................ 60
10.2 Six dimensions of sustainability ............................................................................................................60
10.3 Four responsibility levels ......................................................................................................................61
10.4 Why is sustainability part of CVP ..........................................................................................................61
Chapter 11 Total Cost of Ownership and Customer value-based Pricing ................................... 62
11.2 Total cost of Ownership (TCO) ..............................................................................................................62
11.3 Pricing ...................................................................................................................................................62
11.4 Three pricing strategies ........................................................................................................................62
11.5 Influencing customers through price framing ................................................................................63
11.6 the essentials of customer value-based pricing ...................................................................................63
11.7 Why most companies do not use customer value-based pricing.........................................................64
11.8 market research for customer value-based pricing ..............................................................................64
11.9 Price setting by developing customer value models ............................................................................64
Chapter 12 Improving Trustworthiness through risk reduction ................................................. 65
12.2 customer perceives dependence..........................................................................................................65
12.3 perceives risk, trustworthiness and vulnerability .................................................................................65
12.4 Risk reduction strategies and tactics ....................................................................................................66
Chapter 13 Branding and Communicating Value ...................................................................... 67
13.2 What is B2B-branding ...........................................................................................................................67
13.2 Branding value ......................................................................................................................................67
13.4 Corporate branding and product branding ..........................................................................................67
13.5 Specific types of branding.....................................................................................................................68
13.6 communicating the brand ....................................................................................................................68
13.7 E-commerce ..........................................................................................................................................68
Lecture 6 Shaping buyer-supplier relationships ....................................................................... 69
Paper 5. Centralized supply chain planning at IKEA (Jonssen 2013) .......................................... 71
Paper 6. Supply chain integration and performance (Prajogo 2012) ......................................... 72
Lecture 7 Coordination and managing risk in supply chain ....................................................... 73
Paper 7 Information Distortion in a Supply Chain: The Bullwhip Effect (Lee 1997)..................... 76
2
,Paper 8. Ericsson's proactive supply chain risk management approach after a serious sub-
supplier accident (Norman 2004) ............................................................................................ 76
Paper 9. From risk to resilience (Fiksel 2015) ........................................................................... 78
3
,Lecture 1
B2B markets have in common that they deliver their products (goods or services) directly to
other private companies, governmental agencies or public organizations.
Installed base: B2B are the end users, the company to which the product is delivered is the
end user
Value/supply chain: combinations of companies that produce, distribute, and eventually
deliver the products to the end user.
10 characteristics of B2B relationships:
1. The Pareto principle
2. Power in the value chain
3. Growing interdependencies, everyone becomes more dependent on each other which
leads to intensive relationships
4. Intensive relationship
5. Multiple source supplierships
6. Industry 4.0,
7. Ambidexterity, companies have to offer value to customers but also work on
efficiency and cost reduction
8. From acquisition to retention, focus more on customer retention then to source for
new customers
9. From value and market share to profitability
10. Commoditization in markets
Creating value through customer value marketing (CVM):
• Approach: designing, organizing, brandings, and delivering a superior vale to the
targeted customer segments the company wants to serve. The customer value
propositions are in line with their value for the company and the value desired by
these customers.
4
, • Results: this to make sure that these customers experience a superior value, are
satisfied/delighted, have a trust-based relationship, and are committed and loyal
towards the supplier. This eventually to be financially successful on the long run as a
supplier and contribute to the shareholder value.
5
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