The Customer Trap: How to Avoid the Biggest Mistake in Business

ویرایش: 2 
نویسندگان: Andrew R. Thomas,  Timothy J. Wilkinson (auth.)  
سری:  
ISBN (شابک) : 9781484203866, 9781484203859 
ناشر: Apress 
سال نشر: 2015 
تعداد صفحات: 173 
زبان: English 
فرمت فایل : PDF (درصورت درخواست کاربر به PDF، EPUB یا AZW3 تبدیل می شود) 
حجم فایل: 4 مگابایت 

قیمت کتاب (تومان) : 35,000



کسب و کار آمریکایی ناکارآمد است. شرکت‌ها در هر اندازه‌ای از این باور اشتباه پیروی می‌کنند که محصولات و خدمات آنها به بهترین وجه از طریق مشتریان بزرگی که بازار فراگیر دارند، مانند آمازون و والمارت، فروخته می‌شوند. بسیاری از رهبران کسب و کار متوجه نمی شوند

American business is dysfunctional. Companies of all sizes follow the mistaken belief that their products and services are best sold through mega-customers with pervasive market reach, such as Amazon and Walmart. Far too many business leaders fail to realize—until it is too late—that the relentless pursuit of volume at all cost is not the key to long-term profits and success.

The Customer Trap: How to Avoid the Biggest Mistake in Business is Thomas and Wilkinson’s sequel to The Distribution Trap: Keeping Your Innovations from Becoming Commodities, which won the Berry-American Marketing Association Prize for the best marketing book of 2010. The Distribution Trap contended that cracking the big-box channel is not necessarily the Holy Grail that many marketers assume it is. The Customer Trap takes this thesis to the next level by arguing that all companies, regardless of the industry there are in, should maintain control over their sales and distribution channels. Volume forgone by avoiding the mass market is more than offset by higher margins and stronger brand equity.

The Customer Trap shows that giving power to a customer who violates "the ten percent rule" sets a company up for ruin. Yet, when presented with the opportunity to push more sales through large customers, most decision-makers jump at the chance. As a result, marketing has come to resemble a relentless quest for efficiency and scale. Demands from mega-customers in the form of discounts, deals, and incentives erode the integrity of the brand and what it originally stood for. Lower margins become the norm and cost-saving compromises on quality take over. In time, the brand suffers and, in some cases, fails outright. Stark examples from Oreck Vacuum Cleaners, Rubbermaid, Goodyear, Levi’s, and others illustrate the perils of falling into the "customer trap."

This book demonstrates in vivid detail how to thrive by controlling your sales and distribution. The authors show how many firms, such as STIHL Inc., etailz, Apple, Red Ant Pants, and Columbia Paints & Coatings, have prospered by avoiding the "customer trap"—and how your company can have similar success.

Front Matter....Pages i-xvi
Front Matter....Pages 1-1
The Biggest Business Mistake....Pages 3-12
The Customer Trap and Brand Destruction....Pages 13-26
Turning Your Innovations into Commodities....Pages 27-44
When Sales Channels Get Hijacked....Pages 45-51
Living the Outsourcing Compulsion....Pages 53-71
Front Matter....Pages 73-73
The STIHL Story....Pages 75-90
Innovation’s Second Step....Pages 91-116
Getting the Data and Doing Marketing Right....Pages 117-136
Going Global and Keeping the Faith....Pages 137-147
Staying Local and Independent....Pages 149-158
Back Matter....Pages 159-164