Six sigma marketing : from cutting costs to growing market share

168 Pages·2009·0.527 MB·English

by  Reidenbach, R. Eric

Six Sigma Marketing
From Cutting Costs to
Growing Market Share
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To request a complimentary catalog of ASQ Quality Press publications,
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Six Sigma Marketing
From Cutting Costs to
Growing Market Share
R. Eric Reidenbach
ASQ Quality Press
Milwaukee, Wisconsin
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American Society for Quality, Quality Press, Milwaukee 53203
© 2009 by American Society for Quality
All rights reserved. Published 2009
Printed in the United States of America
15 14 13 12 11 10 09 5 4 3 2 1
Library of Congress Cataloging-in-Publication Data
Reidenbach, R. Eric.
Six sigma marketing: from cutting costs to growing market share / Eric
Reidenbach.
p. cm.
Includes bibliographical references and index.
ISBN 978-0-87389-768-6 (alk. paper)
1. Marketing—Management. 2. Marketing—Quality control. 3. Six sigma.
(Quality control standard) I. Title.
HF5415.13.R368 2009
658.8'02—dc22
2009007648
No part of this book may be reproduced in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written
permission of the publisher.
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Printed on acid-free paper
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Contents
List of Figures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xi
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xiii
Chapter 1 What Is SSM? . . . . . . . . . . . . . . . . . . . . . 1
A Too-Common Situation . . . . . . . . . . . . 1
The Challenge . . . . . . . . . . . . . . . . . . . . . 3
SSM Defined . . . . . . . . . . . . . . . . . . . . . . 4
Chapter 2 Value Drives SSM . . . . . . . . . . . . . . . . . . 17
Satisfaction Does Not Equal Value . . . . . 18
A Distinction of Importance . . . . . . . . . . 18
Value Versus Satisfaction . . . . . . . . . . . . . 20
Happy Customers Are Not Always
Profitable or Loyal Customers . . . . . . 23
One Final Word . . . . . . . . . . . . . . . . . . . . 28
Chapter 3 Integrating Six Sigma and
Marketing with the Competitive
Planning Process . . . . . . . . . . . . . . . . . . 31
Planning Hierarchies . . . . . . . . . . . . . . . . 31
The Competitive Planning Process . . . . . 34
vii
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viii Contents
Chapter 4 Define: Identifying Marketing
Opportunities for Business Growth . . . 51
Product/Markets (P/Ms) . . . . . . . . . . . . . . 53
Product Lines . . . . . . . . . . . . . . . . . . . . . . 53
Market Segments . . . . . . . . . . . . . . . . . . . 54
Prioritizing Market Opportunities . . . . . . 59
Chapter 5 Measure: Defining Value for
Targeted Product/Markets . . . . . . . . . . 67
Capturing the VOM . . . . . . . . . . . . . . . . . 69
Create the Competitive Value Model . . . . 78
The Competitive Value Model . . . . . . . . . 82
Chapter 6 Analyze: Identifying Value Gaps . . . . . 91
The Competitive Value Matrix . . . . . . . . . 92
Understanding Value Gaps . . . . . . . . . . . . 94
The Customer Loyalty Matrix . . . . . . . . . 98
The Competitor Vulnerability Matrix . . . 104
Chapter 7 Improve: Closing/Growing
Value Gaps . . . . . . . . . . . . . . . . . . . . . . . 107
Value Streams and Processes . . . . . . . . . . 108
The Linkage Challenge . . . . . . . . . . . . . . 109
Linking the VOM to Specific Value
Streams and Processes . . . . . . . . . . . . 111
SSM Mapping . . . . . . . . . . . . . . . . . . . . . 119
Chapter 8 Control: Monitoring the
Competitive Value Proposition
and Customer Defects . . . . . . . . . . . . . . 123
Monitoring Your Competitive Value
Proposition . . . . . . . . . . . . . . . . . . . . . 125
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Contents ix
Monitoring Customer Events . . . . . . . . . . 128
Requirements of an Effective
Monitoring System. . . . . . . . . . . . . . . 129
Chapter 9 Deploying SSM . . . . . . . . . . . . . . . . . . . . 135
Business Philosophy . . . . . . . . . . . . . . . . 136
Top Management Support . . . . . . . . . . . . 138
Resources . . . . . . . . . . . . . . . . . . . . . . . . . 139
Training . . . . . . . . . . . . . . . . . . . . . . . . . . 140
Incentives . . . . . . . . . . . . . . . . . . . . . . . . . 140
Success . . . . . . . . . . . . . . . . . . . . . . . . . . . 141
Index . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 143
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