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Page 1: Figuring out the Art & Science of Marketing in a Value Distribution Environment- The BOS Approach

8/14/2019 Figuring out the Art & Science of Marketing in a Value Distribution Environment- The BOS Approach

http://slidepdf.com/reader/full/figuring-out-the-art-science-of-marketing-in-a-value-distribution-environment- 1/3

Ointximn jtr r`d Lxr / Vfidmfd jo Klxgdrimn im l _latdBivrxihtrijm Dmixjmkdmr+ R`d HJV Lssxjlf`

Slxr <5 Vdrrimn r`d hlfgnxjtmb 

I ~xird r`iv lr 8863 `xv virrimn lr r`d bdslxrtxd rdxkimla im Xiylb`! Vltbi Lxlhil~lirimn ojx ky oain`r rj Edbbl` r`lr lxxidv lr 3<<3 `xv dlxay kjxmimn- Ky oixvr ivirrj r`d Vltbi lmb i’k kjxd vdao fjmvfijtv r`lm ddx! r`d naiksvd jo l halfg kjimnjhedfr lxjtmb kd klgdv kd tmfjkojxrlhad- R`dxdojxd! rj ndr ky kimb joo r`iv lmbf`lmmdaiud ky r`jtn`rv im l kjxd sxjbtfrid bixdfrijm I r`jtn`r jo ~xirimn l od~r`jtn`rv jm ~`lr fjtab doodfrid klxgdrimn kdlm im l bivrxihtrijm dmixjmkdmr-

Ir’ hddm lakjvr <3 kjmr`v r`lr I’d hddm rxyimn rj bdaidx ‐klxgdrimn’ latd rj l_latd Bivrxihtrijm htvimdvv- Ky oixvr dpsjvtxd rj l Bivrxihtrijm htvimdvv lmb lavj lfjksadrday md~ klxgdr+ Kibbad Dlvr lmb Loxifl- Lm `jmdvr dlatlrijm jo kysdxojxklmfd im r`d slvr <3 kjmr`v ~jtab hd ldxlnd klimay hdfltvd I’d mjr xdlaayhddm olmlrif im dpdftrijm jm l rdxk+XJI r`lr I’k im r`djxy- Htr! `limn vlib r`lr! I~jtab vly r`lr I’d ointxdb jtr vjkd otmblkdmrlav jo `j~ klxgdrimn fjtab hdvtffdvvota (lar`jtn` I bj mjr `ld mtkhdx jo ydlxv jx vjkd `tnd lf`iddkdmrv rjlaiblrd ir! htr r`dy lxd sxdrry ajnifla)-

Otmblkdmrlav jo klxgdrimn xdklim r`d vlkd+ ftvrjkdx xdrdmrijm! latdsxjsjvirijm! falxiry im fjkktmiflrijm htr ~`lr f`lmndv iv `j~ r`dvd otmblkdmrlavlxd bdaidxdb- Lv kjvr jo tv lxd l~lxd r`lr r`d klxgdrimn vrxlrdny oaj~v oxjk r`dhtvimdvv vrxlrdny! klxgdrimn im l IR bivrxihtrijm dmixjmkdmr lavj ojaaj~v l vikialxlssxjlf`+ klxgdrimn htvimdvv mddbv rj xtm lv l bivrxihtrijm htvimdvv-

Mj~ ir’v iksjxrlmr rj tmbdxvrlmb ~`lr l bivrxihtrjx bjdv+ htyv sxjbtfrv oxjk r`dklmtolfrtxdx lmb vdaav rj r`d xdvdaadxv- Bivrxihtrjx `lv kimikla xjad rj saly im rdxkvjo ndmdxlrimn klxgdr bdklmb ojx l sxjbtfr! bdoimimn latd sxjsjvirijm! sxjbtfrbddajskdmr htr `lv l klejx xjad rj saly ~`dm ~d rlag lhjtr sxjbtfr sxjkjrijm!sxjbtfr sdmdrxlrijm! sxifimn lmb xdrdmrijm (im l od~ flvdv)- R`dvd r`imnv hdfjkdiksdxlrid ~`dm ~d rlag im fjmrdpr jo _latd Bivrxihtrijm- Htiabimn l vrxlrdny lmbdpdftrimn r`dvd im fjmrdpr jo l _latd Bivrxihtrijm htvimdvv iv ~`dxd r`d lxr lmbvfidmfd jo klxgdrimn aidv im l bivrxihtrijm dmixjmkdmr-

Hdojxd I kjd rj bdrliav jm `j~ rj htiab l vrxlrdny lmb dpdftrimn ir! lmjr`dxbdhlrlhad sjimr iv+flm klxgdrimn hdfjkd l bxidx ojx r`d htvimdvv im bivrxihtrijm-Lv jo rjbly! ky lmv~dx iv r`lr ir’v l mdfdvvlxy dia htr im r`d otrtxd! ir bdoimirdayfjtab hd (bdsdmbimn tsjm r`d aiodfyfad jo r`d jxnlmiulrijm) iv ~`lr I r`djxdriflaayhdaidd rjbly, Lar`jtn` r`dxd ~jtab hd sdjsad im r`d jxnlmiulrijm bjimn xjadv vtf`lv sxjibimn fxdbir! ajnivrifv! sjvr+vladv vtssjxr r`lr `ld dadkdmrv jo ftvrjkdxvdxifd htr r`dy lxd mjr fjmvibdxdb lv l klxgdrimn otmfrijm- Vjkd jo r`d vyvrdkv~jtab `ld hddm htiar jm sdxvjmla dpsdxidmfd jx sxd+bdvinmdb sxjfdvvdv ikirlrdboxjk vdxifd sxjibdxv- Od~ ~jtab xdlaay odda r`d mddb jo ojxkla klxgdrimnimjadkdmr im vtf` lvsdfrv jo r`d htvimdvv-

Page 2: Figuring out the Art & Science of Marketing in a Value Distribution Environment- The BOS Approach

8/14/2019 Figuring out the Art & Science of Marketing in a Value Distribution Environment- The BOS Approach

http://slidepdf.com/reader/full/figuring-out-the-art-science-of-marketing-in-a-value-distribution-environment- 2/3

Fjkimn hlfg rj vtffdvvota klxgdrimn vrxlrdnidv ojx l _latd Bivrxihtrijm Htvimdvv+ <)Htiab ftvrjkdx dmnlndkdmr fdmrdxv 8) Jxnlmiflaay nxj~ ikslfr jo rxtd ‐klxgdrimn’lfxjvv r`d jxnlmiulrijm 6) Vfidmfd lmb lxr jo rxlfgimn XJI

 R`dvd kly vjtmb faif`éb! htr im Slxr 8! I ~iaa imrxjbtfd r`d HJV lssxjlf` lmb `j~r`dy bixdfray oaj~ oxjk otmfrijmimn jo l bivrxihtrijm htvimdvv- Sjvr ~`if`! vjkdklr`dklrifla ojxktalv! flvd vrtbidv lmb klyhd lv I kjd lajmn l fjksxd`dmvid

kjbda ojx klxgdrimn ojx latd bivrxihtrijm htvimdvv-Ointximn jtr r`d Lxr lmb Vfidmfd jo Klxgdrimn im l _latdBivrxihtrijm Dmixjmkdmr

Slxr 85 R`d HJV Lssxjlf`

 R`d HJV lssxjlf` vrlxr lr r`d Edbbl` lixsjxr! r`iv rikd ~lirimn ojx ky oain`r hlfg rjBthli- I’k kjxd r`lm dlxay ojx ky oain`r (lakjvr 8-<4`xv) lmb vissimn oxdv`vrxl~hdxxy etifd (~jtab `ld hddm hddx lradlvr lr lmjr`dx lixsjxr)- L vikialx oddaimnvtxxjtmbv kd ~`dm l halfg kjimn jhedfr slvvdv htr r iv rikd I’k sxdrryfjkojxrlhad (hr~ r`dvd halfg jhedfrv lxd ~jkdm im htx|l’v laa lxjtmb)

 R`d HJV lssxjlf` kdlmv5<) H+ Htiab ftvrjkdx dmnlndkdmr fdmrdxv8) J+Jxnlmiflaay nxj~ ikslfr jo rxtd ‐klxgdrimn’ lfxjvv r`d jxnlmiulrijm6) V+Vfidmfd lmb lxr jo rxlfgimn XJI

^`y `ld I imrxjbtfdb l ‐elxnjm’ `dxd: R`d 6 vrxlrdnidv lxd imrdxbdsdmbdmr lmbmddb rj sxlfrifdb viktarlmdjtvay! r`dxdojxd r`d rdxk ‐HJV’ vj r`lr r`dy lxd xdodxxdbrjndr`dx lr laa rikdv! mjr r`lr I ~lmrdb rj lbb rj r`d mddx dmbimn aivr jo elxnjmv ~dolfd ddxybly E,,,

Vrlxrimn ~ir` H5 Htiabimn ftvrjkdx dmnlndkdmr fdmrdxv- R`dxd lxd lxijtv dmnlndkdmr fdmrdxv r`lr l ftvrjkdx `lv ~ir` l bivrxihtrjx! r`dvdfjtab hd falvvioidb imrj rdksjxlxy lmb sdxklmdmr-

 Rdksjxlxy dmnlndkdmr fdmrdxv imfatbdl) vladv*lffjtmr klmlndkdmr sdxvjmmda ~`j dmnlnd jm l bliay*~ddgay*kjmr`ay

hlviv ~ir` r`d ftvrjkdxvh) fxdbir*oimlmfd ~`jvd dmnlndkdmr ~jtab bdsdmb tsjm r`d oxd|tdmfy jo 

htvimdvv vladv flm ndmdxlrd oxjk r`d ftvrjkdxf) _dmbjx klmlndkdmr sdxvjmmda+ r`dvd lxd sxjodvvijmlav ~`j htiab

xdalrijmv`isv ~ir` dmbjxv lmb dpdftrd r`dix jhedfridv im r`d klxgdrb) Fjmodxdmfdv*rxlimimnv*lbv*rlfrifla dkliadxv drf

 R`d lhjd lxd rdxkdb rdksjxlxy vimfd r`dy `ld l aikirdb dpivrdmfd oxjk l od~vdfjmbv rj klyhd l od~ ydlxv- Dplksad! lm dklia flkslinm kly etvr alvr l od~vdfjmbv im l ftvrjkdxv kliahjp ~`dxd lv l vladv sdxvjm im r`d fjkslmy kly vrlyojx l fjtsad jo ydlxv lmb r`dm kjd jm rj l md~ jxnlmiulrijm jx l md~ xjad ~ir`imr`d vlkd jxnlmiulrijm-

Sdxklmdmr dmnlndkdmr fdmrdxv imfatbdl) Fjkslmy jooifd* vdxifd fdmrdxvh) ^dhvird

Page 3: Figuring out the Art & Science of Marketing in a Value Distribution Environment- The BOS Approach

8/14/2019 Figuring out the Art & Science of Marketing in a Value Distribution Environment- The BOS Approach

http://slidepdf.com/reader/full/figuring-out-the-art-science-of-marketing-in-a-value-distribution-environment- 3/3

f) Ftvrjkdx vdxifd sjxrla*slxrmdx sjxrla

  R`d lhjd `ld l olixay ajmndx dpivrdmfd lv fjkslxdb rj r`d rdksjxlxydmnlndkdmr fdmrdxv-

Mj~ `j~ v`jtab l fjkslmy htiab ir’v dmnlndkdmr fdmrdxv ~ir` ftvrjkdxv:

F`jjvd l fjxd5 r`lr lfrv lv yjtx ojtmblrijm! l sijr rj lffdadxlrd lmb bdfdadxlrdyjtx dmnlndkdmr ~ir` yjtx dfjvyvrdk imfatbimn ftvrjkdxv! dmbjxv! sxdvv lmbdksajyddv- R`iv fjtab lavj hd l vrlxrimn sjimr ojx sjrdmrila slxrmdxv`isv+imdvrjxv!ftvrjkdxv! dmbjxv drf-

Bdoimd bivrlmfd oxjk r`d fjxd5 Jmfd r`d fjxd iv bdfibdb! mdpr iv rj ibdmrioy r`d jr`dxdmnlndkdmr fdmrdxv r`lr flm hd tvdb- Aivr laa r`d dmnlndkdmr fdmrdxv llialhadlmb bdoimd r`d bivrlmfd oxjk r`d fjxd- R`d bivrlmfd `dxd iv bdoimdb lv r`d doojxrxd|tixdb rj fjmmdfr r`d ftvrjkdx rj r`d fjxd oxjk r`d dmnlndkdmr fdmrdx-

Flaftalrimn r`d bivrlmfd oxjk r`d fjxd5

Od~ lxilhadv ~d mddb rj fjmvibdx ojx flaftalrimn r`iv bivrlmfd5<) Fjvr ojx fjmmdfrimn l ftvrjkdx rj r`d fjxd+f8) Aiodrikd latd jo r`d dmnlndkdmr fdmrdx+a6) Xlrimn jo r`d ftvrjkdxv+x

 Rj hd fjmrimtdb    --