【正文】 5 25 Sku carried 產(chǎn)品分銷（規(guī)格） 5 10 15 20 25 25 Activity share in % 活動(dòng)率 8 16 24 32 40 40 Merchandising share in %陳列率 4 8 12 16 20 20 DSO in days應(yīng)收帳款天數(shù) 8 16 24 32 40 40 Growth rate in % 成長(zhǎng)率 8 16 24 32 40 40 Annual turnover with us 與我們?nèi)赇N量 Poor 差劣 Below Average 中等 Above Excellent 杰出 Weighted 比重 Criteria 評(píng)估項(xiàng)目 Analyzing an account 分析客戶 Account scoring 評(píng)估計(jì)分 Exercise (Worksheet) 作業(yè)（練習(xí)） Account evaluation 客戶交易評(píng)估 Kindly work out the accounts scoring on the following evaluation 。 Average 中等 Above Ave.中上 Excellent 杰出 D C B B C D A Scoring 計(jì)分 Poor差劣 17skiu 20% 12% 15days天 15% 480k B. Av 中下 12sku 25% 15% 52days天 4% 310k 中上 18sku 38% 20% 35days天 8% 600k A Exc. 杰出 21sku 50% 24% 45days天 4% 250k A./..客戶完成 120分 2140分 4160分 6180分 81100分 100 Total Supportiveness 總支持程度計(jì)分 100 Total Attractiveness 總吸引力計(jì)分 Poor 差劣 Below Ave,中下 Average 中等 Above Ave.中上 Excellent 杰出 15 Working relationship with buyer 與采購(gòu)員的工作關(guān)系 11sku 1113sku 14016sku 1719sku 20sku or 25 Sku carried 產(chǎn)品分銷（規(guī)格） 25% 25%29% 30%34% 35%39% 40%or 30 Activity share in % 活動(dòng)率 13% 13%15% 16%18% 19%21% 22%or 30 Merchandising share in % 陳列率 60days天 5160days天 4150days天 3140days天 30days天 or 20 DSO in days 應(yīng)收帳款天數(shù) 5% 5%9% 10%14% 15%19% 20%or 40 Growth rate in % 成長(zhǎng)率 $200,000 $200,000 299,999 $399， 999 $299,999 $400,000 $499,999 $500， 000 or 40 Annual turnover with us與我們?nèi)赇N量 Poor差劣 Below Weighted比重 Evaluation Criteria 評(píng)估項(xiàng)目 Remark 注： K denotes 代表‘ 000 Exercise (Worksheet)作業(yè)（練習(xí)） Account portfolio matrix 客戶組合矩陣 Kindly copy the answers from last page into the left hand column then allocate them accordingly into the right hand ，然后畫歸在右邊的矩陣 。 Supportiveness支持程度 Attractiveness 吸引力 D C B A Accounts 客戶 Scoring 計(jì)分 100 100 Analysing an account分析客戶 Account portfolio客戶組合 Dog 瘦狗類 Accounts are unattractive since they offer low opportunity and we have weak position. 由于機(jī)會(huì)少及公司地位不佳，所以客戶變得沒什么吸引力 ?Provide minimum sales calls 提供最低限度的拜訪 ?Improve relationship if possible 在可能情況之下改善關(guān)系 ?Sustain Company‘s presence if possible 在可能情況之下繼續(xù)保持公司的存在性 Cash Cow 現(xiàn)金牛類 Accounts are somewhat attractive since we have strong position, but future opportunity is limited. 客戶有幾分吸引力因?yàn)槲覀冋加泻軓?qiáng)的地位，但對(duì)于將來(lái)的商業(yè)機(jī)會(huì)非常有限。 ?Provide moderate level of sales calls 提供適度的拜訪 ?Maintain relationship 保持良好關(guān)系 ?Maintain pany status or try to stimulate volume/growth維持公司地位或嘗試刺激銷量 /成長(zhǎng)率 Question Mark 問(wèn)題類 Accounts are potentially attractive since they offer high opportunity, but we have weak position. 客戶具有吸引力的潛能并提供許多商業(yè)機(jī)會(huì)，但公司的地位很弱 ?Provide high level of sales calls 提供高質(zhì)量 拜訪 ?Should improve relationship 應(yīng)該改善關(guān)系 ?Strive for supportiveness 努力爭(zhēng)取對(duì)公司的支持 Star 明星類 Accounts are very attractive since they offer high opportunity and we have strong position. 客戶很有吸引力，因?yàn)樗芴峁┖芏嗌虡I(yè)機(jī)會(huì)以及公司的地位很強(qiáng) ?Provide high level of sales calls 提供高質(zhì)量的拜訪 ?Maintain relationship 保持良好關(guān)系 ?Maintain pany status 維持公司地位 Exercise (worksheet)作業(yè)（練習(xí)） Account attractiveness and supportiveness客戶的吸引力和支持程度 Kindly prepare the attractiveness and supportiveness factors and set weighted points for each criterion. You may not necessary to fill all the columns but each of the total must sum up to 100% 請(qǐng)準(zhǔn)備客戶吸引力和支持程度的因素并放上比重。您未必需要填完所有格子但每個(gè)總數(shù)加起來(lái)必須等于 100%。 100% Total總數(shù) Weighted 比重 Attractiveness 吸引力 100% Total總數(shù) Weighted比重 Supportiveness 吸引力 Exercise (Case study) 作業(yè)（練習(xí)） Performance record with 4 chain stores in 1998 .一九九八年度四個(gè)主要連鎖店的交易記錄 Study the situation care fully and conduct account ，然后作出客戶交易評(píng)估。 35 28 12 35 23 Our sku carried 售賣我們的規(guī)格 N/A 150 70 280 300 Total sku carried by the category 整個(gè)產(chǎn)品種類中所售賣的規(guī)格 13% 19% 8% 17% 15% 1998 Promotional expenses 1998促銷費(fèi)用 58 40 70 70 60 DSO in days 應(yīng)收帳款天數(shù) % Newly opened 新開 5% 10% 2% 1998 Annual sales growth 1998年成長(zhǎng)率 60 4 24 1 8 Expected new outlets opening in next 24 months 預(yù)料在兩年內(nèi)所開設(shè)的新店 800 2 70 6 35 No. of Hypermarkets, SupermarketsConvenience stores 門店數(shù)量，包括在賣場(chǎng)，超市，便利店 50， 000 1， 100 1， 600 2， 400 4， 200 Annual sales with us 與我們?nèi)杲灰祝ǎぁ?000） Total Co. 公司總數(shù) AccountD 客戶 AccountC 客戶 AccountB 客戶 AccountA 客戶 continue Exercise 繼續(xù)作業(yè) N/A Hottempered, impatient脾氣爆燥 Pride 驕傲 Treating us very friendly 對(duì)我們非常友善 Nice to every body 對(duì)全部人都一樣好 Characteristic of buyer 采購(gòu)員的性格 40% 50% 0% 38% 24% Our activity share 我們的活動(dòng)率 N/A 50 0 30 20 Our activity points 我們的活動(dòng)點(diǎn) N/A 100 2 80 85 Total activity points 全店活動(dòng)點(diǎn) 32% 24% 17% 36% 24% Our merchandising share我們的陳列率 N/A 120 12 86 48 Our merchandising points我們的陳列點(diǎn) N/A 500 72 240 200 Total merchandising points全店陳列點(diǎn) Total Co. 公司總數(shù) Account D 客戶 Account C 客戶 Account B 客戶 Account A 客戶 N/A denotes information not available N/A表示得不到適當(dāng)?shù)馁Y料 continue Exercise 繼續(xù)作業(yè) Account evaluation 客戶交易評(píng)估 Based on the last 2 pages information, kindly select the criteria, set weight and work out the scoring for each chain store. 根據(jù)上兩頁(yè)得資料，請(qǐng)選擇適當(dāng)?shù)脑u(píng)估項(xiàng)目，加上比重，然后作出評(píng)估。 D C B A 100分 Total Supportiveness總支持程度計(jì)分 100pts.分 Total Attractiveness總吸引力計(jì)分 Scoring 計(jì)分 Poor 差劣 Below Ave. 中下 Average 中等 Above Ave.中上 Excellent杰出 Weighted 比重 Evaluation Criteria 評(píng)估項(xiàng)目 continue Exercise 繼續(xù)作業(yè) Define the matrix type of each account and state your improvement plan. 請(qǐng)確定各客戶的矩陣類型及解釋您的改進(jìn)計(jì)劃。 Improvement Plan/s 改進(jìn)計(jì)劃 Type類型： ———— Account A 客戶 Improvement Plan/s 改進(jìn)計(jì)劃 Type類： ———— Account B 客戶 Improvement Plan/s 改進(jìn)計(jì)劃 Type類： ———— C 客戶 Improvement Plan/s 改進(jìn)計(jì)劃 Type類： ———