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The Complete Market Coverage GuideReport OverviewThe Complete Market Coverage Guide: A Proven Eight-Step Process for Selecting the Right Sales Channels to Market Your Products Fewer and fewer manufacturers have the luxury to isolate their business to a micro-market or solely to the United States. The world is swiftly becoming a global market place forcing managers to be highly flexible and innovative in solving problems for end-user customers and meeting with formidable new competitors. Competitive threats are no longer restricted to local and national competitors but can occur from numerous international sources. This competitive arena has given end-user customers the ability to search and identify the products they want from multiple sources and purchase them in just they manner that serves their needs. These and other emerging trends and market movements require manufacturers to more effectively manage and update their sales channel partners and consistently affirm their market coverage. To conduct a thorough market coverage analysis or to upgrade or select new sales channel partners requires a consistent and proven process. Our new Complete Market Coverage Guide is a step by step detailed process for evaluating market coverage and conducting a channel selection process. Our guide is not a simple overview of the channel selection process but contains case examples, actual forms to use, information requirements, key management questions to consider at each step, sequence of the steps and staffing needs to complete the task. These types of projects commonly require strong commitments of staff time, market research resources, analytical models and implementation tools and time. These resources can be wasted without the step by step process this manual provides as a guide to ensure all the facts are gathered and organized properly. Our Complete Market Coverage Guide will reduce the risks and provide the confidence needed to make critical market coverage and channel selection decisions. The Guide consists of an eight step "How To" process with detailed steps: 1. How to Identify Product and Perform Customer Segmentation Task 1: Identify the Product Task 2: Identify Relevant Customer Segment Variables Task 3: Determine the Dollar-Size of Each Segment Task 4: Determine the Segment's Preferred Buying Method Task 5: Identify the Decision Makers/Influencers 2. Determining Customer Satisfaction Requirements Task 1: Identify Levels of Awareness Task 2: Determine Need for Customization Task 3: Determine Complexity of Customer Needs Assessment Task 4: Determine Need for Customer Premises Visit Task 5: Determine Demonstration Requirement Task 6: Determine Location for Demonstration Task 7: Determine Need for Testimonials Task 8: Determine Importance of One-Stop Shopping Task 9: Determine Product Availability and Delivery Requirements Task 10: Determine Importance of Providing Financing Task 11: Determine Importance of Buyback or Trade-In Options Task 12: Determine Ability to Respond to Bids Task 13: Determine Installation Requirements Task 14: Determine Customer Training Requirements Task 15: Determine Warranty Service Requirements Task 16: Determine Repair Turnaround Time Task 17: Determine Sourcing Requirements for Post-Warranty Repairs Task 18: Determine Channel Involvement in Account Maintenance 3. Ranking Customer Satisfaction Requirements Overview Directions 4. Linking Customer Satisfaction Requirements Directions Criterion 1: Identify Levels of Awareness Criterion 2: Determine Need for Customization Criterion 3: Determine Complexity of Customer Needs Assessment Criterion 4: Determine Need for Customer Premises Visit Criterion 5: Determine Demonstration Requirement Criterion 6: Determine Location for Demonstration Criterion 7: Determine Need for Testimonials Criterion 8: Determine Importance of One-Stop Shopping Criterion 9: Determine Product Availability and Delivery Requirements Criterion 10: Determine Importance of Providing Financing Criterion 11: Determine Importance of Buyback or Trade-In Options Criterion 12: Determine Ability to Respond to Bids Criterion 13: Determine Installation Requirements Criterion 14: Determine Customer Training Requirements Criterion 15: Determine Warranty Service Requirements Criterion 16: Determine Repair Turnaround Time Criterion 17: Determine Sourcing Requirements for Post-Warranty Repairs Criterion 18: Determine Channel Involvement in Account Maintenance 5. How To Determine Marketing Efficiency Directions Task 1: Determine Channel Capability Task 2: Determine Shared Activities Task 3: Determine Estimated Support Costs of Share Activities Task 4: Determine Direct Activities Task 5: Determine Estimated Support Costs of Direct Activities Task 6: Determine Overall Channel Support Costs Potential Marketing Support Activities You Could Implement 6. Determining Marketing Effectiveness Window Analysis Task 1: Identify Name of Channel Task 2: Identify Similar Types of Products Sold by the Channel Task 3: Determine Average Price Point of Products Sold by this Channel Task 4: Identify Quality Level of the Products Sold by this Channel Task 5: Determine Compatibility of Channel's Selling Method with Customer's Preferred Buying Method Task 6: Determine Channel's Presence to Decision Makers and Influencers for this Product Capacity Analysis Task 7: Identify Total Sales of an Average Channel Member Location Task 8: Identify Approximate Number of Locations for the Channel Task 9: Identify Total Sales for All Products Sold by the Channel Task 10: Identify Total Sales for Your Product Category Task 11: Identify Your Estimated Market Share in this Channel Task 12: Determine Sales Generated from Target Segment Size Task 13: Determine Sales Generated from Target Segment Type Task 14: Determine Revenue to Your Firm Effectiveness Summary Task 15: Compare Channel's Window to Target Segment's Window Task 16: Examine Channel's Capacity Against Your Revenue 7. How To Analyze the Business Relationship Overview A Word About the Field Sales Force Directions Task 1: Analyze Channel Stability Step 1: Level of Growth Step 2: Turnover (i.e., entry and exit) of Channel Members, or Change in the Average Length of Time in Business Step 3: Ability to Sustain Profitability Step 4: Consistency of Business Direction Step 5: Reputation of the Channel Task 2: Analyze Importance Step 6: Share of Total Channel Sales Task 3: Analyze "Deal Breakers" Step 7: The Deal Task 4: Analyze Communications Flow Step 8: Assessment of Channel's Communication Needs 8. Performing the Final Trade-Off Analysis Overview Directions TO PURCHASE Pricing Summary Tier 1: $495 The Complete Market Coverage Guide: A Proven Eight-Step Process for Selecting the Right Sales Channels to Market Your Products Includes the entire book, "how to" instructions, copies of all forms with examples and guidelines. Tier 2: $1,595
-Book $495 -Web Page Access $150 -Key Articles $150 -MTDC Book $197 -Workshop Pass $1,095 Total Value = $2,087 Tier 3: $3,495
-Book $495 -Web Page Access $150 -Key Articles $150 -MTDC Book $197 -Workshop Pass $1,095 -6 Hours of telephone consultation $2,400 Total Value = $4,487 TO PURCHASE |
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