In sum, modularity is probably the preferred long-term solution. The seller's proximity, competencies, skills, and resources that can be brought to serve an identified customer or segment profitably, is the firm's competitive advantage in a particular area. I. Finding opportunities A. Markets among current customers 1. Best Customers - make sure you do what it takes to keep them 2. New products - it is also often easier to get current customers to try new products.
Network payoffs - current customers can be strategic assets a.
B. Finding opportunities among current customers 1. Marketing research 3. Profile top accounts and develop strategies for greater penetration 4. No two focus groups are identical ii. More than one is usually needed, but 3 - 6 is usually enough iii.