prof. dr. Henry Robben (Hoogleraar Marketing, Business Universiteit Nyenrode en directeur Nyenrode Research Group) benaderd de werkelijke waarde van een geïntegreerd klantbeeld vanuit een strategisch perspectief.
... hence leading to more (less) More (less) demand by end
sales of the industrial company's customers, leads to more (less)
products and services demand by the direct customers...
Industrial Company's Customers of
Company Customers Customers
An industrial company ... hence creating
enables the competitiveness profitable sales
of its customers for itself
Perspectives on Derived Demand in Business Markets
! This new book by Moenaert, Robben and Gouw is now
available. A great support during the process of
developing your own business roadmap.
! VISIONARY MARKETING
! Building Sustainable Business
! isbn 978 90 209 7698 4
! publisher LannooCampus
! Says Philip Kotler:
! “Visionary Marketing will recharge your marketing
of Marketing. Market
Market Is about developing the
Making customer value proposition
and determining the hunting
grounds for your organization.
Is about acquiring the right
Is about retaining the right
customers, and create up- and
How far should you go
in customer service?
Value Is Created By
Creating Value Is A Multi-layered
Value For You need an integrated
Who is the customer?
image of your
What is value to whom?
Who owns the customer?
Market Making: Customer Value
Functional User Pre-transaction Transaction
performance convenience processes processes
Styling & Product Customer Post-transaction
Design Service Process processes
Functional Experiential Professionalism
Consistency Beneﬁts Oquot;ered Empathy
Bundling & Market
Operating Price Image Brand
Acquisition Disposal Switching User Corporate Product
cost cost cost community Reputation image
Moenaert, Robben, & Gouw
Where do we want to How do we compete?
compete? The The hunting strategy.
“Between 65% and 85% of the
customers who change
suppliers are in fact satisﬁed
with their previous supplier”
1 2 3 4 5 6 7 8 9 10
CS ! Loyalty !
License to lead Advocacy
Loyalty License to excel
Satisfaction License to enter
Persuading The Customer / 1.
The Marketing Strategy
“Thinking is easy, acting is difficult, and ...to value.
putting one’s thought into action is the
most difficult thing in the world”
J.W. von Goethe “Growth for growth’s sake The Future
is the ideology of the
“Good fortune is when Business
opportunity meets planning” Edward Abey Model
“Strategy is not right or wrong.
Strategy is a choice”
Ludo Wyngaarden The
The What Do You Need To Do,
Present and With Which Resources
Do You Do It?
What is it that your
‘If you do what you always did,
you will get what you always got’
Thank you for your patience...
Have Or, what is more likely,
a great and inspiring meeting!
much less and less!
(Moenaert, Robben, & Gouw)