Beruflich Dokumente
Kultur Dokumente
3. What is global account management? What competences are required and do they differ
from those required of the key account manager?
Global account management is the process of co-ordinating and developing mutually beneficial
long-term relationships with a select group of strategically important customers operating in
globalising industries. The competences they require include good communication skills, global
team leadership and management and skills dispersed requirements, business and financial
acumen, relationship management skills, strategic vision and planning capabilities, problemsolving capabilities, cultural empathy, both internal and external selling skills, industry and
market knowledge and lastly product service knowledge. The requirement of the key account
managers and global account management are very similar and can be said to be nearly identical
to each other.
Chapter 10
1. Discuss the implications of the move towards relationship marketing in organizational
buying/selling situations in the context of how this might change the role of selling.
Relationship marketing plays a significant role in sales. Organizations/companies have
realized the importance and benefits of a relational approach to selling rather than a
transactional only one (this helps to retain the customers interest) An important implication
of this is that key information is captured in the relationship dynamics, such as getting to
know your customer better in terms of their needs and wants. Another implication is that low
levels of initial trust or commitment in a relationship may be overcome by higher levels of
velocity or acceleration. In other words a rough start does not necessarily mean that the
relationship has been tarnished. Relationship marketing in buying/selling situations has a
high tendency to alter the role of selling in the words of Peter Drucker, There is only one
valid definition of business: to create customers. It is the customer who determines the nature
of the business. Consequently, any business has two basic functions: marketing and
innovation. The importance of customers remains clear (To gain good reputation and gain a
profit)
3. Describe the key elements of a customer care program that would be appropriate in a
manufacturing of service environment with which you are familiar.
4. What are the implications for salespeople of the adoption of supply chain integration by
larger manufacturers?
References:
Relationship Marketing 2014. ROBERT W. PALMATIER. [ONLINE] Available
at:http://www.mktgsensei.com/AMAE/Services/Relationship%20Marketing.pdf.
[Accessed 04 November 2014].
David Jobber, 2011. Selling and Sales Management (8th Edition). 8 Edition. Prentice
Hall.