Key account management

In conclusion, all three customer categories have advantages and disadvantages, and none should be excluded. The selection of the most appropriate distribution channels and key account management (see Sections 12.4 and 12.9, respectively) are useful tools for managing the universe of potential and existing customers. 

Whereas key account management is driven primarily by the supplier, strategic alliances and collaborative relationships are a joint effort to add value for both the supplier and the customer ... 

Customer relations management Implements effective key account management Monitors and updates quality performance database (scorecard)... 

Improvement of margin and performance focus on major clients and emerging markets key account management centres of expertise created regionalisation and market-oriented innovation management. 

Global lead key account managers across some or all business units for selected global customers whose buying needs span several chemical businesses. This helps to avoid pitfalls such as refusing business unit X s most important customer a product from business unit Y in times of product shortage because unit Y rates the customer as a second-tier customer. 

Pharmaceutical companies will have to learn how to extend their key account management to additional opinion makers such as patient groups, federal committees, regional decision makers, experts and the pubhc itself The increasing levels of professionahsm in these groups, e.g., phar-... 

Key account management time Trade bonuses and special discount Order processing costs Promotional costs (visible and hidden) Merchandising costs Non-standard packaging/unitisation Dedicated inventory holding costs Dedicated warehouse space Materials handling costs Transport costs... 

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