【正文】 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 。 Key account management 關(guān)鍵客戶管理 現(xiàn)代零售業(yè)特點(diǎn) Key account management 關(guān)鍵客戶管理 The 80/20 principle 八十 /二十原理 ?Traditionally,people analyze the existing account based on the 80/20 principle 慣例的，人們分析的客戶都是根據(jù) 80/20原理。 2. 集中議價(jià)、價(jià)格形象一致。 3. 有效控制整體利益。 80%of sales e from 20%of accounts, the remainder 80%of account are contributing 20%of sales only. 百分之八十的銷量來自百分之二十的客戶，剩余的百分之八十的客戶僅提供百分之二十的銷量而已。 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，但對于將來的商業(yè)機(jī)會(huì)非常有限。 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，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 對我們非常友善 Nice to every body 對全部人都一樣好 Characteristic of buyer 采購員的性格 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)上兩頁得資料，請選擇適當(dāng)?shù)脑u(píng)估項(xiàng)目，加上比重，然后作出評(píng)估。 The seller?s major motives with Key Account Management are: 供應(yīng)商對于關(guān)鍵客戶管理的主要?jiǎng)訖C(jī)是： ?Improving market share 提高市場份額 ?Increasing profitability 增長利潤 ?Strengthen customer Loyalty 加強(qiáng)消費(fèi)者的忠心度 ?Assurance of future business把握將來的生意 The Buyer’s perspectives 零售商的看法 Seller takes time to adapt and 需要長久時(shí)間來適應(yīng)及作出改變。 Strategy 價(jià)格策略 ?To suit the best possible desired positioning of the stores. 以最適合的價(jià)格來配合公司理想的定位 margin 毛利率 ?To responsible for the gross margin performance of the 毛利增長情況。 Building relationship with key a/ KA建立聯(lián)系 1. Building relationship with KA personnel relating to the sales of Company products. 與公司業(yè)務(wù)有關(guān) KA人員建立友好關(guān)系。 2. Developing a balance harmonious relationship with all 諧 的 關(guān)系。如貿(mào)易條件，價(jià)格政策，促銷支援，增進(jìn)銷售和利潤。如理貨服務(wù)，空間管理計(jì)劃，產(chǎn)品分類管理的建議，售前及售后服務(wù)。 ? It should be supported by supplier by way of advertising and promotion. 供應(yīng)商通過廣告的促銷來支持新產(chǎn)品。 ? It has to be barcoded. 它必須有條形碼。 ?Sales forecast. 銷售預(yù)測。如價(jià)格，費(fèi)用，返利，付款期，促銷價(jià)，進(jìn)場費(fèi)等。 Mutations of assortment 產(chǎn)品種類的變動(dòng) Criteria for delisting 淘汰產(chǎn)品的標(biāo)準(zhǔn) ?Product has bad sales performance: 產(chǎn)品銷售業(yè)績不好： Below set sales target for the group and individual stores. 低于設(shè)定的總銷售目標(biāo)及每個(gè)門店的目標(biāo)。 ?Poor supplier delivery performance/inconsistent supply. 供應(yīng)商不及時(shí)供應(yīng)貨或時(shí)常缺貨。 與決策者相互影響。 Make contact with each decision maker personally to address their needs and interests. 親自聯(lián)系每個(gè)決策者商討他的商業(yè)需求及興趣。 Changing puter stock and range listing. 更換電腦資料及上架品種。密切注意他們的市場活動(dòng)，廣告及促銷，產(chǎn)品改良，貿(mào)易條件等。 Losing customers confident through dissatisfaction at the changes. 因不滿改變而造成客戶失去信心。 Developing an account strategy 發(fā)展一個(gè)客戶的策略 Building account knowledge 加強(qiáng)認(rèn)識(shí)客戶 Eg. Turnover。 decisionmaking process。 operational procedures。 timing of all strategic and development activities。 Fine detail of the account 認(rèn)識(shí)客戶的細(xì)節(jié) Chapter 5 第五篇 DILIGENCE BREEDS SUCCESS 勤奮培育成就 Genius is one percent inspiration and niynine percent perspiration. 天才是靠百分之一的靈感 加上百分之九十九的努力。 ?Increase product trial by new users or usage by current users. 增加新消費(fèi)群的試用和現(xiàn)有顧客使用。 ?Achieve the activity points and activity share. 達(dá)成要求的活動(dòng)點(diǎn)和活動(dòng)率。 Instore munication 僅限于生鮮商品；店內(nèi)交流 Grand opening colour leaflets開店彩色傳單 ?Fixed store opening offer開店固定促銷 Opening activities 開店活動(dòng) ?Special promotions, opening events . music, lion dance etc. 特別促銷，公開活動(dòng)如音樂廣播，舞獅等等 Bus advertising公共汽車（巴士）廣告 ?Promotion message on local buses 以當(dāng)?shù)毓财嚕ò褪浚﹤魉蛷V告信息 Joint promotions 聯(lián)合商家促銷 ?Exclusive supplier promotions。 Timing 時(shí)間的選擇 ?The purpose and the theme of each promotional activity, and the ability to control and measure the performance against objectives. 每個(gè)促銷活動(dòng)的目的和主題，并有效的控制及衡量它的成績。 Lead time
。如附加信息， 聯(lián)合廣告，店內(nèi)廣播?！盓veryday Low Price” etc. ?宣傳品； “每日廉價(jià)品 ”等等 Supplier participation programmes 供應(yīng)商參與項(xiàng)目 ?Floor displays, localised promotion, sampling, leaflets participa