Added value and value selling in the printing industry

Docs en anglais | 35 pages | 30-06-2007 | Format : | Note : Non noté |

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Résumé

Report on the added value and on the value selling in the printing industry. In order to be able to evaluate the strategies and concepts, the different companies use in their marketing strategies, literature on business market management, added value, value selling and total cost of ownership. Three OEM sellers were interviewed in order to gather data, namely Xerox, Océ and Lexmark. To provide the reader with a more complete picture of how and from whom the information has been gathered, company overviews and methodology are presented. The outcomes of the Marketing Excellence Scan, conducted in cooperation with STEM (Stichting Techniek en Marketing), is discussed and compared between companies to give the reader an idea about the general marketing performance of the different firms. Finally, an evaluation of interviews held with the marketing managers of the companies is given in order to compare theory with practice and analyze how approaches differ between firms. Finally, a discussion including recommendations for companies and further research will precede the conclusion.

Outline:

Introduction

I) Literature review

A. Business Market management
B. Total Cost of Ownership, Added Value and Value selling
B1. Total Cost of Ownership
B2. Added Value
B3. Value selling

III) Methodology

A. Marketing Excellence Scan
B. Value selling&TCO

IV) Company reviews

A. General market overview
B. Xerox
C. Océ
D. Lexmark

V) Results

A. General marketing performance
A1. Marketing Effectiveness
A2. Ability to create value
A3. Conclusion
B. Added value
B1. Perception added value
B2. Value proposition
B3. Marketing mix
C. Value Selling

VI) Conclusion

A. Conclusions
B. Recommendations
C. Limitations

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