Professional Selling - Exam #2 questions with
complete solutions graded A+
Key accounts - correct answer ✔✔are customers in a business-to-business market identified by selling
companies as of strategic importance
Key Account Management - correct answer ✔✔is an integrated process for managing those relationships
profitably.
Key customer portfolios - correct answer ✔✔A foundation of KAM is the idea that the company's
customers form a portfolio.
- The portfolio is constructed based on the attractiveness of each key account to the business (vertical
axis). Examples include revenues, profit, the potential for growth, corporate brand, or other factors.
- The other dimension of the portfolio is the supplier's relative business strength with each customer
(horizontal axis), measured relative to the best competitor.
Key phases in the implementation of key account management programmes - correct answer
✔✔Introduction
• KAM Champion
• Build the case
• Appoint SAMs
• Define KA's
Embedding
• Redefine program
• Train specialist SAMs
• Key account plans
• Targets and Measurement
complete solutions graded A+
Key accounts - correct answer ✔✔are customers in a business-to-business market identified by selling
companies as of strategic importance
Key Account Management - correct answer ✔✔is an integrated process for managing those relationships
profitably.
Key customer portfolios - correct answer ✔✔A foundation of KAM is the idea that the company's
customers form a portfolio.
- The portfolio is constructed based on the attractiveness of each key account to the business (vertical
axis). Examples include revenues, profit, the potential for growth, corporate brand, or other factors.
- The other dimension of the portfolio is the supplier's relative business strength with each customer
(horizontal axis), measured relative to the best competitor.
Key phases in the implementation of key account management programmes - correct answer
✔✔Introduction
• KAM Champion
• Build the case
• Appoint SAMs
• Define KA's
Embedding
• Redefine program
• Train specialist SAMs
• Key account plans
• Targets and Measurement
