Key Account Management Practices In Home Appliance IndustryThesis[1]

8/6/2019 Key Account Management Practices In Home Appliance IndustryThesis[1]

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ue192;\red192\green64\blue255;\red192\green128\blue0;\red192\green128\blue64;\red192\green128\blue128;\red192\green128\blue192;\red192\green128\blue255;\red192\green192\blue0;\red192\green192\blue64;\red192\green192\blue128;\red192\green192\blue192;\red192\green192\blue255;\red192\green255\blue0;\red192\green255\blue64;\red192\green255\blue128;\red192\green255\blue192;\red192\green255\blue255;\red255\green0\blue0;\red255\green0\blue64;\red255\green0\blue128;\red255\green0\blue192;\red255\green0\blue255;\red255\green64\blue0;\red255\green64\blue64;\red255\green64\blue128;\red255\green64\blue192;\red255\green64\blue255;\red255\green128\blue0;\red255\green128\blue64;\red255\green128\blue128;\red255\green128\blue192;\red255\green128\blue255;\red255\green192\blue0;\red255\green192\blue64;\red255\green192\blue128;\red255\green192\blue192;\red255\green192\blue255;\red255\green255\blue0;\red255\green255\blue64;\red255\green255\blue128;\red255\green255\bl

ue192;\red255\green255\blue255;}{\phpg\posx3312\pvpg\posy1438\absw5998\absh1140 \b \f10 \fs32 \cf0 \b \f10 \fs32\cf0 Blekinge Institute of Technology\par}{\phpg\posx3312\pvpg\posy1438\absw5998\absh1140 \sl-422 \b \f10 \fs32 \cf0\fi782 School of Management\par}{\phpg\posx3312\pvpg\posy1438\absw5998\absh1140 \sl-422 \b \f10 \fs32 \cf0\fi1486 Master Thesis \par}{\phpg\posx2110\pvpg\posy7282\absw8716\absh1519 \b \f10 \fs43 \cf0 \b \f10 \fs43\cf0 Key Account Management Practices\par}{\phpg\posx2110\pvpg\posy7282\absw8716\absh1519 \sl-561 \b \f10 \fs43 \cf0\fi551 In Home Appliance Industry of\par}{\phpg\posx2110\pvpg\posy7282\absw8716\absh1519 \sl-563 \b \f10 \fs43 \cf0

\fi2950 Pakistan \par}{\phpg\posx2292\pvpg\posy10697\absw2655\absh1187 \b \f10 \fs28 \cf0 \b \f10 \fs2


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8 \cf0 Author:\par}{\phpg\posx2292\pvpg\posy10697\absw2655\absh1187 \sl-315 \par\b \f10 \fs28\cf0 Abdul Razzaq\par}{\phpg\posx2292\pvpg\posy10697\absw2655\absh1187 \sl-336 \b \f10 \fs28 \cf0{\field{\*\fldinst {\b HYPERLINK}{\b "mailto:[email protected]"}}{\fldrslt{{\fs19 \cf5 [email protected] }}}}\par

}{\phpg\posx6656\pvpg\posy10697\absw4020\absh904 \b \f10 \fs28 \cf0 \b \f10 \fs28\cf0 Supervisor:\par}{\phpg\posx6656\pvpg\posy10697\absw4020\absh904 \sl-315 \par\b \f10 \fs28 \cf0 Dr. Klaus Solberg Soilen \par}{\phpg\posx5559\pvpg\posy14344\absw1001\absh198 \f10 \fs19 \cf0 \f10 \fs19 \cf02007- 12 \par}\sect\sectd\pard\plain\pgwsxn11906\pghsxn16838{\phpg\posx1440\pvpg\posy938\absw2640\absh179 \f20 \fs16 \cf0 \f20 \fs16 \cf0 Ke

y Account Management Practices \par}{\phpg\posx9489\pvpg\posy938\absw1035\absh179 \f20 \fs16 \cf0 \f20 \fs16 \cf0 Abdul Razzaq \par}{\phpg\posx4313\pvpg\posy2396\absw3840\absh422 \b \f10 \fs36 \cf0 \b \f10 \fs36\cf0 Acknowledgement \par}{\phpg\posx1440\pvpg\posy3880\absw9463\absh3220 \f20 \fs21 \cf0 \f20 \fs21 \cf0The profound thanks goes to ALLAH Almighty, most gracious, most merciful, whom alone\par}{\phpg\posx1440\pvpg\posy3880\absw9463\absh3220 \sl-276 \f20 \fs21 \cf0 weworship and ask for help.

\par}{\phpg\posx1440\pvpg\posy3880\absw9463\absh3220 \sl-275 \par\f20 \fs21 \cf0The author would like to thank his supervisor, Dr. Klaus Solberg Soilen, and dean of school\par}{\phpg\posx1440\pvpg\posy3880\absw9463\absh3220 \sl-276 \f20 \fs21 \cf0 ofmanagement, Anders Nilsson, who have been providing valuable guidanceand support\par}{\phpg\posx1440\pvpg\posy3880\absw9463\absh3220 \sl-276 \f20 \fs21 \cf0 during the whole process of thesis work.\par}{\phpg\posx1440\pvpg\posy3880\absw9463\absh3220 \sl-276 \par\f20 \fs21 \cf0The author would also thank to Mr. Arif Shah, zonal manager of Dawlance, who showed\par}{\phpg\posx1440\pvpg\posy3880\absw9463\absh3220 \sl-275 \f20 \fs21 \cf0 great interest in managing questionnaire and friend Kamran Fazal, for hisassistance in

\par}{\phpg\posx1440\pvpg\posy3880\absw9463\absh3220 \sl-276 \f20 \fs21 \cf0 questionnaire formatting.\par}{\phpg\posx1440\pvpg\posy3880\absw9463\absh3220 \sl-275 \par\f20 \fs21 \cf0And last but not least, thanks to my family and friends who have been supportive during my\par}{\phpg\posx1440\pvpg\posy3880\absw9463\absh3220 \sl-276 \f20 \fs21 \cf0 study. \par}{\phpg\posx5897\pvpg\posy15724\absw165\absh198 \f10 \fs19 \cf0 \f10 \fs19 \cf0 2\par}

\sect\sectd\pard\plain\pgwsxn11906\pghsxn16838{\phpg\posx1440\pvpg\posy938\absw2640\absh179 \f20 \fs16 \cf0 \f20 \fs16 \cf0 Ke


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y Account Management Practices \par}{\phpg\posx9489\pvpg\posy938\absw1035\absh179 \f20 \fs16 \cf0 \f20 \fs16 \cf0 Abdul Razzaq \par}{\phpg\posx1723\pvpg\posy1899\absw9075\absh9282 \b \f10 \fs36 \cf0 \fi3521 \b \f10 \fs36 \cf0 Abstract

\par}{\phpg\posx1723\pvpg\posy1899\absw9075\absh9282 \sl-386 \par\b \f10 \fs36 \cf0 {\b0 \f20 \fs21 Key}{\b0 \f20 \fs21 account}{\b0 \f20 \fs21 management}{\b0 \f20 \fs21 (KAM)}{\b0 \f20 \fs21 is}{\b0 \f20 \fs21 considered}{\b0 \f20 \fs21 as}{\b0 \f20 \fs21 an}{\b0 \f20 \fs21 important}{\b0 \f20 \fs21 marketing}{\b0 \f20 \fs21 trend}{\b0 \f20 \fs21 since }\par}{\phpg\posx1723\pvpg\posy1899\absw9075\absh9282 \sl-276 \b \f10 \fs36 \cf0{\b0 \f20 \fs21 last}{\b0 \f20 \fs21 few}{\b0 \f20 \fs21 years.}{\b0 \f20 \fs21 The}{\b0 \f20 \fs21 purpose}{\b0 \f20 \fs21 of}{\b0 \f20 \fs21 this}{\b0 \f20 \fs21 thesis}{\b0 \f20 \fs21 orients}{\b0 \f20 \fs21 to}{\b0 \f20 \fs21 the}{\b0 \f20 \fs21 discussion}{\b0 \f20 \fs21 about}{\b0 \f20 \fs21 key}{\b0 \f20 \fs21 account }\par}{\phpg\posx1723\pvpg\posy1899\absw9075\absh9282 \sl-275 \b \f10 \fs36 \cf0

{\b0 \f20 \fs21 management}{\b0 \f20 \fs21 practices}{\b0 \f20 \fs21 from}{\b0 \f20 \fs21 selling}{\b0 \f20 \fs21 company{\f63 \u8223\'3f}s}{\b0 \f20 \fs21 perspectives}{\b0 \f20 \fs21 in}{\b0 \f20 \fs21 home}{\b0 \f20 \fs21 appliance}{\b0 \f20 \fs21 market }\par}{\phpg\posx1723\pvpg\posy1899\absw9075\absh9282 \sl-276 \b \f10 \fs36 \cf0{\b0 \f20 \fs21 of}{\b0 \f20 \fs21 Pakistan. }\par}{\phpg\posx1723\pvpg\posy1899\absw9075\absh9282 \sl-275 \par\b \f10 \fs36 \cf0 {\b0 \f20 \fs21 The}{\b0 \f20 \fs21 study}{\b0 \f20 \fs21 is}{\b0 \f20 \fs21 carried}{\b0 \f20 \fs21 through}{\b0 \f20 \fs21 with}{\b0 \f20 \fs21four}{\b0 \f20 \fs21 steps:}{\b0 \f20 \fs21 elements}{\b0 \f20 \fs21 of}

{\b0 \f20 \fs21 key}{\b0 \f20 \fs21 accounts}{\b0 \f20 \fs21 management, }\par}{\phpg\posx1723\pvpg\posy1899\absw9075\absh9282 \sl-276 \b \f10 \fs36 \cf0{\b0 \f20 \fs21 identification}{\b0 \f20 \fs21 and}{\b0 \f20 \fs21 analysis}{\

b0 \f20 \fs21 of}{\b0 \f20 \fs21 key}{\b0 \f20 \fs21 accounts,}{\b0 \f20 \fs21 strategies}{\b0 \f20 \fs21 for}{\b0 \f20 \fs21 key}{\b0 \f20 \fs21 accounts,}{\b0 \f20 \fs21 and}{\b0 \f20 \fs21 operational }\par}{\phpg\posx1723\pvpg\posy1899\absw9075\absh9282 \sl-275 \b \f10 \fs36 \cf0{\b0 \f20 \fs21 level}{\b0 \f20 \fs21 capabilities}{\b0 \f20 \fs21 used}{\b0\f20 \fs21 in}{\b0 \f20 \fs21 key}{\b0 \f20 \fs21 account}{\b0 \f20 \fs21management}{\b0 \f20 \fs21 for}{\b0 \f20 \fs21 profitable}{\b0 \f20 \fs21and}{\b0 \f20 \fs21 long}{\b0 \f20 \fs21 lasting }

\par}{\phpg\posx1723\pvpg\posy1899\absw9075\absh9282 \sl-276 \b \f10 \fs36 \cf0{\b0 \f20 \fs21 relationships}{\b0 \f20 \fs21 with}{\b0 \f20 \fs21 key}{\b0 \f20 \fs21 accounts.}{\b0 \f20 \fs21 Basing}{\b0 \f20 \fs21 on}{\b0 \f20 \fs21the}{\b0 \f20 \fs21 literature}{\b0 \f20 \fs21 review,}{\b0 \f20 \fs21 the}{\b0 \f20 \fs21 basic}{\b0 \f20 \fs21 four}{\b0 \f20 \fs21 elements }\par}{\phpg\posx1723\pvpg\posy1899\absw9075\absh9282 \sl-276 \b \f10 \fs36 \cf0{\b0 \f20 \fs21 for}{\b0 \f20 \fs21 KAM}{\b0 \f20 \fs21 practices}{\b0 \f20 \fs21 are}{\b0 \f20 \fs21 described.}{\b0 \f20 \fs21 This}{\b0 \f20 \fs21 study}{\b0 \f20 \fs21 suggests}{\b0 \f20 \fs21 a}{\b0 \f20 \fs21 framework}{\b0 \f20 \fs21 for}{\b0 \f20 \fs21 KAM}{\b0 \f20 \fs21 practices }\par}{\phpg\posx1723\pvpg\posy1899\absw9075\absh9282 \sl-275 \b \f10 \fs36 \cf0{\b0 \f20 \fs21 in}{\b0 \f20 \fs21 terms}{\b0 \f20 \fs21 of}{\b0 \f20 \fs21basic}{\b0 \f20 \fs21 elements}{\b0 \f20 \fs21 of}{\b0 \f20 \fs21 KAM}{\

b0 \f20 \fs21 regarding}{\b0 \f20 \fs21 its}{\b0 \f20 \fs21 implementation}{\b0 \f20 \fs21 in}{\b0 \f20 \fs21 home}{\b0 \f20 \fs21 appliance }\par}{\phpg\posx1723\pvpg\posy1899\absw9075\absh9282 \sl-276 \b \f10 \fs36 \cf0{\b0 \f20 \fs21 market}{\b0 \f20 \fs21 of}{\b0 \f20 \fs21 Pakistan.}{\b0 \f2

0 \fs21 It}{\b0 \f20 \fs21 also,}{\b0 \f20 \fs21 explores}{\b0 \f20 \fs21a}{\b0 \f20 \fs21 relationship}{\b0 \f20 \fs21 between}{\b0 \f20 \fs21 t

he}{\b0 \f20 \fs21 elements}{\b0 \f20 \fs21 of}{\b0 \f20 \fs21 KAM }


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\par}{\phpg\posx1723\pvpg\posy1899\absw9075\absh9282 \sl-275 \b \f10 \fs36 \cf0{\b0 \f20 \fs21 framework}{\b0 \f20 \fs21 with}{\b0 \f20 \fs21 practices}{\b0\f20 \fs21 in}{\b0 \f20 \fs21 the}{\b0 \f20 \fs21 home}{\b0 \f20 \fs21 appliance}{\b0 \f20 \fs21 market}{\b0 \f20 \fs21 of}{\b0 \f20 \fs21 Pakistan. }\par}{\phpg\posx1723\pvpg\posy1899\absw9075\absh9282 \sl-276 \par\b \f10 \fs36 \cf0 {\b0 \f20 \fs21 Four}{\b0 \f20 \fs21 questions}{\b0 \f20 \fs21 are}{\b0\f20 \fs21 answered}{\b0 \f20 \fs21 in}{\b0 \f20 \fs21 this}{\b0 \f20 \fs2

1 study.}{\b0 \f20 \fs21 First,}{\b0 \f20 \fs21 four}{\b0 \f20 \fs21 basic}{\b0 \f20 \fs21 elements}{\b0 \f20 \fs21 of}{\b0 \f20 \fs21 KAM}{\b0 \f20 \fs21 are }\par}{\phpg\posx1723\pvpg\posy1899\absw9075\absh9282 \sl-276 \b \f10 \fs36 \cf0{\b0 \f20 \fs21 described}{\b0 \f20 \fs21 from}{\b0 \f20 \fs21 the}{\b0 \f20 \fs21 literature:}{\b0 \f20 \fs21 1)}{\b0 \f20 \fs21 Identifying}{\b0 \f20 \fs21 2)}{\b0 \f20 \fs21 analyzing}{\b0 \f20 \fs21 3)}{\b0 \f20 \fs21 selecting}{\b0 \f20 \fs21 suitable}{\b0 \f20 \fs21 strategies }\par}{\phpg\posx1723\pvpg\posy1899\absw9075\absh9282 \sl-276 \b \f10 \fs36 \cf0{\b0 \f20 \fs21 and}{\b0 \f20 \fs21 4)}{\b0 \f20 \fs21 developing}{\b0 \f20 \fs21 operational}{\b0 \f20 \fs21 level}{\b0 \f20 \fs21 capabilities}{\b0 \f20\fs21 for}{\b0 \f20 \fs21 key}{\b0 \f20 \fs21 accounts.}{\b0 \f20 \fs21 Seco

nd,}{\b0 \f20 \fs21 dealer{\f63 \u8223\'3f}s}{\b0 \f20 \fs21 sales }\par}{\phpg\posx1723\pvpg\posy1899\absw9075\absh9282 \sl-275 \b \f10 \fs36 \cf0{\b0 \f20 \fs21 volume,}{\b0 \f20 \fs21 showroom}{\b0 \f20 \fs21 size}{\b0 \f20 \fs21 and}{\b0 \f20 \fs21 location,}{\b0 \f20 \fs21 and}{\b0 \f20 \fs21 dealer{\f63 \u8223\'3f}s}{\b0 \f20 \fs21 reputation}{\b0 \f20 \fs21 are}{\b0 \f20 \fs21 the}{\b0 \f20 \fs21 identifying}{\b0 \f20 \fs21 factors }\par}{\phpg\posx1723\pvpg\posy1899\absw9075\absh9282 \sl-276 \b \f10 \fs36 \cf0{\b0 \f20 \fs21 whereas}{\b0 \f20 \fs21 analyzing}{\b0 \f20 \fs21 factors}{\b0 \f20 \fs21 are}{\b0 \f20 \fs21 found}{\b0 \f20 \fs21 regular}{\b0 \f20\fs21 sales}{\b0 \f20 \fs21 invoices,}{\b0 \f20 \fs21 expected}{\b0 \f20 \fs21 sales}{\b0 \f20 \fs21 share,}{\b0 \f20 \fs21 and }\par}{\phpg\posx1723\pvpg\posy1899\absw9075\absh9282 \sl-276 \b \f10 \fs36 \cf0{\b0 \f20 \fs21 key}{\b0 \f20 \fs21 account{\f63 \u8223\'3f}s}{\b0 \f20 \fs21

ability}{\b0 \f20 \fs21 to}{\b0 \f20 \fs21 solve}{\b0 \f20 \fs21 end}{\b0 \f20 \fs21 user{\f63 \u8223\'3f}s}{\b0 \f20 \fs21 problems.}{\b0 \f20 \fs21 Third,}{\b0 \f20 \fs21 administrative}{\b0 \f20 \fs21 and}{\b0 \f20 \fs21 dominant }\par}{\phpg\posx1723\pvpg\posy1899\absw9075\absh9282 \sl-276 \b \f10 \fs36 \cf0{\b0 \f20 \fs21 strategy}{\b0 \f20 \fs21 is}{\b0 \f20 \fs21 opted}{\b0 \f20 \fs21 in}{\b0 \f20 \fs21 the}{\b0 \f20 \fs21 market}{\b0 \f20 \fs21 and}{\b0 \f20 \fs21 threats}{\b0 \f20 \fs21 are}{\b0 \f20 \fs21 utilized}{\b0 \f20 \fs21 rather}{\b0 \f20 \fs21 than}{\b0 \f20 \fs21 promises}{\b0 \f20 \fs21 within}{\b0 \f20 \fs21 the }\par}{\phpg\posx1723\pvpg\posy1899\absw9075\absh9282 \sl-276 \b \f10 \fs36 \cf0{\b0 \f20 \fs21 relationships.}{\b0 \f20 \fs21 Fourth,}{\b0 \f20 \fs21 quality}{\b0 \f20 \fs21 product}{\b0 \f20 \fs21 with}{\b0 \f20 \fs21 strong}{\b0 \f20 \fs21 customer}{\b0 \f20 \fs21 pull,}{\b0 \f20 \fs21 effective}{\b0\f20 \fs21 after-sales- }\par}{\phpg\posx1723\pvpg\posy1899\absw9075\absh9282 \sl-276 \b \f10 \fs36 \cf0{\b0 \f20 \fs21 services,}{\b0 \f20 \fs21 and}{\b0 \f20 \fs21 KAM}{\b0 \f20 \fs21 manager{\f63 \u8223\'3f}s}{\b0 \f20 \fs21 skills}{\b0 \f20 \fs21and}{\b0 \f20 \fs21 abilities}{\b0 \f20 \fs21 are}{\b0 \f20 \fs21 reg

arded}{\b0 \f20 \fs21 as}{\b0 \f20 \fs21 operational }\par}{\phpg\posx1723\pvpg\posy1899\absw9075\absh9282 \sl-276 \b \f10 \fs36 \cf0{\b0 \f20 \fs21 capabilities}{\b0 \f20 \fs21 for}{\b0 \f20 \fs21 profitable}{\b0 \f20 \fs21 and}{\b0 \f20 \fs21 long-lasting}{\b0 \f20 \fs21 relationships}{\b0 \f20 \fs21 with}{\b0 \f20 \fs21 key}{\b0 \f20 \fs21 accounts}{\b0 \f20 \fs21 in}{\b0 \f20 \fs21 home }

\par}{\phpg\posx1723\pvpg\posy1899\absw9075\absh9282 \sl-276 \b \f10 \fs36 \cf0{\b0 \f20 \fs21 appliance}{\b0 \f20 \fs21 market}{\b0 \f20 \fs21 of}{\b0 \f20\fs21 Pakistan. }


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\par}{\phpg\posx1723\pvpg\posy1899\absw9075\absh9282 \sl-276 \par\b \f10 \fs36 \cf0 {\b0 \f20 \fs21 The}{\b0 \f20 \fs21 findings}{\b0 \f20 \fs21 are}{\b0 \f20 \fs21 based}{\b0 \f20 \fs21 on}{\b0 \f20 \fs21 the}{\b0 \f20 \fs21 empirical}{\b0 \f20 \fs21 data}{\b0 \f20 \fs21 acquired}{\b0 \f20 \fs21 through}{\b0 \f20 \fs21 questionnaire}{\b0 \f20 \fs21 survey }\par}{\phpg\posx1723\pvpg\posy1899\absw9075\absh9282 \sl-275 \b \f10 \fs36 \cf0{\b0 \f20 \fs21 from}{\b0 \f20 \fs21 Dawlance}{\b0 \f20 \fs21 which}{\b0 \f2

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fs21 being}{\b0 \f20 \fs21 neglected}{\b0 \f20 \fs21 regarding}{\b0 \f20 \fs21 identification,}{\b0 \f20 \fs21 analysis,}{\b0 \f20 \fs21 selecting}{\b0 \f20 \fs21 suitable }\par}{\phpg\posx1723\pvpg\posy1899\absw9075\absh9282 \sl-276 \b \f10 \fs36 \cf0{\b0 \f20 \fs21 relationship}{\b0 \f20 \fs21 strategies}{\b0 \f20 \fs21 and}{\b0 \f20 \fs21 operational}{\b0 \f20 \fs21 level}{\b0 \f20 \fs21 capabilities}{\b0 \f20 \fs21 used}{\b0 \f20 \fs21 in}{\b0 \f20 \fs21 KAM.}{\b0 \f20 \fs21 Secondly,}{\b0 \f20 \fs21 the }\par}{\phpg\posx1723\pvpg\posy1899\absw9075\absh9282 \sl-275 \b \f10 \fs36 \cf0{\b0 \f20 \fs21 findings}{\b0 \f20 \fs21 will}{\b0 \f20 \fs21 be}{\b0 \f20 \fs21 considered}{\b0 \f20 \fs21 a}{\b0 \f20 \fs21 source}{\b0 \f20 \fs21 of}{\b0 \f20 \fs21 information}{\b0 \f20 \fs21 about}{\b0 \f20 \fs21 Dawlance}{\b0 \f20 \fs21 success}{\b0 \f20 \fs21 for}{\b0 \f20 \fs21 other }

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....}{\b0 \fs19 7 }\par}{\phpg\posx1440\pvpg\posy2187\absw9744\absh12381 \sl-205 \par\b \f10 \fs36\cf0 \fi439 {\b0 \f20 \fs19 1.1.1}{\b0 \f20 \fs19 Current}{\b0 \f20 \fs19 Situation}{\b0 \f20 \fs19 of}{\b0 \f20 \fs19 Home}{\b0 \f20 \fs19 Appliance}{\b0\f20 \fs19 Market}{\b0 \f20 \fs19 in}{\b0 \f20 \fs19 Pakistan}{\b0 \fs19 ....................................................}{\b0 \fs19 7 }

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}\par}{\phpg\posx1440\pvpg\posy2187\absw9744\absh12381 \sl-204 \par\b \f10 \fs36\cf0 \fi439 {\b0 \f20 \fs19 1.2.2}{\b0 \f20 \fs19 Research}{\b0 \f20 \fs19 questions}{\b0 \fs19 ...............................................................................................................}{\b0 \fs19 10 }\par}{\phpg\posx1440\pvpg\posy2187\absw9744\absh12381 \sl-203 \par\b \f10 \fs36\cf0 \fi220 {\b0 \f20 \fs19 1.3}{\b0 \f20 \fs19 Aims}{\b0 \f20 \fs19 and}{\b0\f20 \fs19 Objectives}{\b0 \fs19 ...................................................................................................................}{\b0 \fs19 11 }\par}{\phpg\posx1440\pvpg\posy2187\absw9744\absh12381 \sl-205 \par\b \f10 \fs36\cf0 \fi220 {\b0 \f20 \fs19 1.4}{\b0 \f20 \fs19 Research}{\b0 \f20 \fs19 Scope}{\b0 \f20 \fs19 and}{\b0 \f20 \fs19 Limitation}{\b0 \fs19 ...................

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.........................................}{\b0 \fs19 15 }\par}{\phpg\posx1440\pvpg\posy2187\absw9744\absh12381 \sl-204 \par\b \f10 \fs36\cf0 \fi439 {\b0\i \f20 \fs19 2}{\b0 \f20 \fs19 .2.1}{\b0 \f20 \fs19 Design}{\b


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0 \f20 \fs19 of}{\b0 \f20 \fs19 questionnaire}{\b0 \fs19 .......................................................................................................}{\b0 \fs19 15 }\par}{\phpg\posx1440\pvpg\posy2187\absw9744\absh12381 \sl-205 \par\b \f10 \fs36\cf0 \fi220 {\b0 \f20 \fs19 2.3}{\b0 \f20 \fs19 Literature}{\b0 \f20 \fs19 Review}{\b0 \fs19 ........................................................................................................................}{\b0 \fs19 16 }

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................................................................................}{\b0 \fs19 17 }\par}{\phpg\posx1440\pvpg\posy2187\absw9744\absh12381 \sl-203 \par\b \f10 \fs36\cf0 {\b0 \f20 \fs19 CHAPTER}{\b0 \f20 \fs19 3:}{\b0 \f20 \fs19 LITERATURE}{\b0 \f20 \fs19 REVIEW}{\b0 \fs19 ..............................................................................................}{\b0 \fs19 18 }\par}{\phpg\posx1440\pvpg\posy2187\absw9744\absh12381 \sl-205 \par\b \f10 \fs36\cf0 \fi220 {\b0 \f20 \fs19 3.1}{\b0 \f20 \fs19 ELEMENTS}{\b0 \f20 \fs19 OF}{\

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\cf0 \fi220 {\b0 \f20 \fs19 3.4}{\b0 \f20 \fs19 STRATEGIES}{\b0 \f20 \fs19 FOR}{\b0 \f20 \fs19 KEY}{\b0 \f20 \fs19 ACCOUNTS}{\b0 \fs19 ....................................................................................}{\b0 \fs19 27 }


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\par}{\phpg\posx1440\pvpg\posy2187\absw9744\absh12381 \sl-203 \par\b \f10 \fs36\cf0 \fi220 {\b0 \f20 \fs19 3.5}{\b0 \f20 \fs19 OPERATIONAL}{\b0 \f20 \fs19 CAPABILITIES}{\b0 \f20 \fs19 USED}{\b0 \f20 \fs19 IN}{\b0 \f20 \fs19 KAM}{\b0 \fs19 ..................................................................}{\b0 \fs19 29 }\par}{\phpg\posx1440\pvpg\posy2187\absw9744\absh12381 \sl-229 \par\par\b \f10 \fs36 \cf0 \fi4457 {\b0 \fs19 4 }\par

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\par}{\phpg\posx1440\pvpg\posy1449\absw9759\absh7219 \sl-204 \par\f20 \fs19 \cf0CHAPTER 4: ANALYSIS AND RESULTS{\f10 ........................................................................................}{\f10 33 }\par}{\phpg\posx1440\pvpg\posy1449\absw9759\absh7219 \sl-205 \par\f20 \fs19 \cf0\fi220 4.1 Questionnaire{\f10 ..............................................................................................................................}{\f10 33 }\par}{\phpg\posx1440\pvpg\posy1449\absw9759\absh7219 \sl-203 \par\f20 \fs19 \cf0\fi220 4.2 Analysis and Results{\f10 ...................................................................................................................}{\f1033 }\par}{\phpg\posx1440\pvpg\posy1449\absw9759\absh7219 \sl-204 \par\f20 \fs19 \cf0\fi439 4.2.1 Identifying factors{\f10 .........................................

.......................................................................}{\f10 33}\par}{\phpg\posx1440\pvpg\posy1449\absw9759\absh7219 \sl-205 \par\f20 \fs19 \cf0\fi439 4.2.2 Analyzing factors{\f10 .................................................................................................................}{\f10 34}\par}{\phpg\posx1440\pvpg\posy1449\absw9759\absh7219 \sl-203 \par\f20 \fs19 \cf0\fi439 4.2.3 Strategies for key accounts{\f10 ..................................................................................................}{\f10 35 }\par}{\phpg\posx1440\pvpg\posy1449\absw9759\absh7219 \sl-203 \par\f20 \fs19 \cf0\fi439 4.2.4 Operational capabilities used in KAM{\f10 .................................................................................}{\f10 36 }\par}{\phpg\posx1440\pvpg\posy1449\absw9759\absh7219 \sl-205 \par\f20 \fs19 \cf0\fi220 4.3 Comments and Discussions{\f10 ........................................................................................................}{\f10 37 }\par}{\phpg\posx1440\pvpg\posy1449\absw9759\absh7219 \sl-203 \par\f20 \fs19 \cf0CHAPTER 5: CONCLUSION AND RECOMMENDATION{\f10 .............................................................}{\f10 39 }\par}{\phpg\posx1440\pvpg\posy1449\absw9759\absh7219 \sl-204 \par\f20 \fs19 \cf0\fi220 5.1 Conclusions{\f10 .................................................................................................................................}{\f10 39 }\par}{\phpg\posx1440\pvpg\posy1449\absw9759\absh7219 \sl-205 \par\f20 \fs19 \cf0\fi220 5.2 Recommendations{\f10 .......................................................................................................................}{\f10 4

1 }\par}{\phpg\posx1440\pvpg\posy1449\absw9759\absh7219 \sl-203 \par\f20 \fs19 \cf0\fi439 5.2.1 Identification and analysis of key accounts{\f10 ................


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.........................................................}{\f10 41 }\par}{\phpg\posx1440\pvpg\posy1449\absw9759\absh7219 \sl-205 \par\f20 \fs19 \cf0\fi439 5.2.2 Relationship strategies{\f10 .........................................................................................................}{\f10 41 }\par}{\phpg\posx1440\pvpg\posy1449\absw9759\absh7219 \sl-203 \par\f20 \fs19 \cf0\fi439 5.2.3 Operational capabilities{\f10 ........................................................................................................}{\f10 41 }

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......................................................}{\f10 47 }\par}{\phpg\posx1440\pvpg\posy1449\absw9759\absh7219 \sl-205 \par\f20 \fs19 \cf0APPENDIX III - RESULTS OF QUESTIONNAIRE{\f10 ..........................................................................}{\f10 56 }\par}{\phpg\posx5897\pvpg\posy15724\absw165\absh198 \f10 \fs19 \cf0 \f10 \fs19 \cf0 5\par}\sect\sectd\pard\plain\pgwsxn11906\pghsxn16838{\phpg\posx1440\pvpg\posy938\absw2640\absh179 \f20 \fs16 \cf0 \f20 \fs16 \cf0 Key Account Management Practices \par}

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\b0 \f20 \fs21 management}{\b0 \f20 \fs21 mode}{\b0 \f20 \fs21 matrix------------------------------------------------}{\b0 \f20 \fs21 28 }\par}{\phpg\posx1440\pvpg\posy2458\absw9884\absh10709 \sl-259 \par\b \f10 \fs35\cf0 {\b0 \f20 \fs21 Figure}{\b0 \f20 \fs21 3.7}{\b0 \f20 \fs21 Relationship}{\b0 \f20 \fs21 Mapping}{\b0 \f20 \fs21 Model------------------------------------------------------------}{\b0 \f20 \fs21 29 }\par}{\phpg\posx1440\pvpg\posy2458\absw9884\absh10709 \sl-258 \par\b \f10 \fs35\cf0 {\b0 \f20 \fs21 Figure}{\b0 \f20 \fs21 3.8}{\b0 \f20 \fs21 Frameworks}{\b0 \f20 \fs21 for}{\b0 \f20 \fs21 KAM}{\b0 \f20 \fs21 Practices---------------------------------------------------------}{\b0 \f20 \fs21 32 }\par}{\phpg\posx1440\pvpg\posy2458\absw9884\absh10709 \sl-259 \par\b \f10 \fs35\cf0 {\b0 \f20 \fs21 Figure}{\b0 \f20 \fs21 4.1}{\b0 \f20 \fs21 Key}{\b0 \f20

\fs21 account}{\b0 \f20 \fs21 identifying}{\b0 \f20 \fs21 factors----------------------------------------------------------}{\b0 \f20 \fs21 34 }\par}{\phpg\posx1440\pvpg\posy2458\absw9884\absh10709 \sl-258 \par\b \f10 \fs35\cf0 {\b0 \f20 \fs21 Figure}{\b0 \f20 \fs21 4.2}{\b0 \f20 \fs21 Key}{\b0 \f20\fs21 account}{\b0 \f20 \fs21 analyzing}{\b0 \f20 \fs21 factors-----------------------------------------------------------}{\b0 \f20 \fs21 34 }\par}{\phpg\posx1440\pvpg\posy2458\absw9884\absh10709 \sl-259 \par\b \f10 \fs35\cf0 {\b0 \f20 \fs21 Figure}{\b0 \f20 \fs21 4.3}{\b0 \f20 \fs21 Key}{\b0 \f20\fs21 account}{\b0 \f20 \fs21 relationship}{\b0 \f20 \fs21 strategies------------------------------------------------------35 }\par}{\phpg\posx1440\pvpg\posy2458\absw9884\absh10709 \sl-258 \par\b \f10 \fs35\cf0 {\b0 \f20 \fs21 Figure}{\b0 \f20 \fs21 4.4}{\b0 \f20 \fs21 Operational}{\b0 \f20 \fs21 level}{\b0 \f20 \fs21 capabilities}{\b0 \f20 \fs21 used}{\b0 \f

20 \fs21 in}{\b0 \f20 \fs21 KAM--------------------------------------------36}\par}{\phpg\posx1440\pvpg\posy2458\absw9884\absh10709 \sl-259 \par\b \f10 \fs35\cf0 {\b0 \f20 \fs21 Table}{\b0 \f20 \fs21 3.1}{\b0 \f20 \fs19 Partnering}{\b0\f20 \fs19 benefits}{\b0 \f20 \fs19 for}{\b0 \f20 \fs19 selling}{\b0 \f20 \fs19 and}{\b0 \f20 \fs19 buying}{\b0 \f20 \fs19 companies}{\b0 \f20 \fs21 --------------------------------------}{\b0 \f20 \fs21 21 }\par}{\phpg\posx1440\pvpg\posy2458\absw9884\absh10709 \sl-259 \par\b \f10 \fs35\cf0 {\b0 \f20 \fs21 Table}{\b0 \f20 \fs21 4.1}{\b0 \f20 \fs21 Percentage}{\b0\f20 \fs21 questionnaire}{\b0 \f20 \fs21 received--------------------------------------------------------}{\b0 \f20 \fs21 33 }\par}{\phpg\posx1440\pvpg\posy2458\absw9884\absh10709 \sl-679 \b \f10 \fs35 \cf0\fi3307 {\b0 Abbreviations }\par}{\phpg\posx1440\pvpg\posy2458\absw9884\absh10709 \sl-288 \par\b \f10 \fs35\cf0 {\b0 \f20 \fs21 KAM:}{\b0 \f20 \fs21 Key}{\b0 \f20 \fs21 Account}{\b0 \f20 \fs21 Management }\par}{\phpg\posx1440\pvpg\posy2458\absw9884\absh10709 \sl-259 \par\b \f10 \fs35\cf0 {\b0 \f20 \fs21 NAM:}{\b0 \f20 \fs21 National}{\b0 \f20 \fs21 Account}{\b0 \f20 \fs21 Management }\par}{\phpg\posx1440\pvpg\posy2458\absw9884\absh10709 \sl-258 \par\b \f10 \fs35\cf0 {\b0 \f20 \fs21 SAM:}{\b0 \f20 \fs21 Strategic}{\b0 \f20 \fs21 Account}{\b0 \f20 \fs21 Management }\par}{\phpg\posx1440\pvpg\posy2458\absw9884\absh10709 \sl-259 \par\b \f10 \fs35\cf0 {\b0 \f20 \fs21 CSC:}{\b0 \f20 \fs21 Customer}{\b0 \f20 \fs21 Service}{\b0 \f20 \fs21 Centre }\par

}{\phpg\posx5897\pvpg\posy15724\absw165\absh198 \f10 \fs19 \cf0 \f10 \fs19 \cf0 6\par


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}\sect\sectd\pard\plain\pgwsxn11906\pghsxn16838{\phpg\posx1440\pvpg\posy938\absw2640\absh179 \f20 \fs16 \cf0 \f20 \fs16 \cf0 Key Account Management Practices \par}{\phpg\posx9489\pvpg\posy938\absw1035\absh179 \f20 \fs16 \cf0 \f20 \fs16 \cf0 Ab

dul Razzaq \par}{\phpg\posx1440\pvpg\posy2355\absw9624\absh11246 \b \f20 \fs28 \cf0 \fi2236 \b \f20 \fs28 \cf0 CHAPTER 1: INTRODUCTION\par}{\phpg\posx1440\pvpg\posy2355\absw9624\absh11246 \sl-453 \par\b \f20 \fs28\cf0 {\fs25 1.1}{\fs25 Background}{\fs25 of}{\fs25 the}{\fs25 Research }\par}{\phpg\posx1440\pvpg\posy2355\absw9624\absh11246 \sl-266 \par\b \f20 \fs28\cf0 {\fs21 1.1.1}{\fs21 Current}{\fs21 Situation}{\fs21 of}{\fs21 Home}{\fs21 Appliance}{\fs21 Market}{\fs21 in}{\fs21 Pakistan }\par}{\phpg\posx1440\pvpg\posy2355\absw9624\absh11246 \sl-295 \par\b \f20 \fs28\cf0 {\b0 \fs21 According}{\b0 \fs21 to}{\b0 \fs21 the}{\b0 \fs21 report}{\b0\fs21 by}{\b0 \fs21 Daily}{\b0 \fs21 Times}{\b0 \fs21 (www.dailytimes.com.p

k),}{\b0 \fs21 the}{\b0 \fs21 business}{\b0 \fs21 environment }\par}{\phpg\posx1440\pvpg\posy2355\absw9624\absh11246 \sl-316 \b \f20 \fs28 \cf0{\b0 \fs21 is}{\b0 \fs21 highly}{\b0 \fs21 favorable}{\b0 \fs21 for}{\b0 \fs21 investment}{\b0 \fs21 in}{\b0 \fs21 home}{\b0 \fs21 appliance}{\b0\fs21 industry}{\b0 \fs21 of}{\b0 \fs21 Pakistan.}{\b0 \fs21 Therefore}{\b0 \fs21 home }\par}{\phpg\posx1440\pvpg\posy2355\absw9624\absh11246 \sl-321 \b \f20 \fs28 \cf0{\b0 \fs21 appliance}{\b0 \fs21 industry}{\b0 \fs21 is}{\b0 \fs21 getting}{\b0 \fs21 attention}{\b0 \fs21 of}{\b0 \fs21 foreign}{\b0 \fs21 investors}{\b0 \fs21 as}{\b0 \fs21 well}{\b0 \f10 \fs19 .}{\b0 \fs21 China{\f63 \u8223\'3f}s}{\b0 \fs21 home}{\b0 \fs21 appliance }\par}{\phpg\posx1440\pvpg\posy2355\absw9624\absh11246 \sl-322 \b \f20 \fs28 \cf0{\b0 \fs21 giant}{\b0 \fs21 Haier}{\b0 \fs21 has}{\b0 \fs21 established}{

\b0 \fs21 the}{\b0 \fs21 industrial}{\b0 \fs21 zone}{\b0 \fs21 in}{\b0 \fs21 Punjab,}{\b0 \fs21 Pakistan}{\b0 \fs21 which}{\b0 \fs21 is}{\b0 \fs21 its}{\b0 \fs21 second }\par}{\phpg\posx1440\pvpg\posy2355\absw9624\absh11246 \sl-316 \b \f20 \fs28 \cf0{\b0 \fs21 overseas}{\b0 \fs21 manufacturing}{\b0 \fs21 base}{\b0 \fs21 after}{\b0 \fs21 United}{\b0 \fs21 States.}{\b0 \fs21 This}{\b0 \fs21 is}{\b0 \fs21 joint}{\b0 \fs21 venture}{\b0 \fs21 in}{\b0 \fs21 home}{\b0 \fs21 appliance }\par}{\phpg\posx1440\pvpg\posy2355\absw9624\absh11246 \sl-316 \b \f20 \fs28 \cf0{\b0 \fs21 industry}{\b0 \fs21 between}{\b0 \fs21 Government}{\b0 \fs21 of}{\b0 \fs21 China}{\b0 \fs21 and}{\b0 \fs21 the}{\b0 \fs21 private}{\b0 \fs21sector}{\b0 \fs21 of}{\b0 \fs21 Pakistan.}{\b0 \fs21 It}{\b0 \fs21 is}{\b0\fs21 very}{\b0 \fs21 large}{\b0 \fs21 and }\par}{\phpg\posx1440\pvpg\posy2355\absw9624\absh11246 \sl-316 \b \f20 \fs28 \cf0{\b0 \fs21 growing}{\b0 \fs21 business}{\b0 \fs21 sector}{\b0 \fs21 in}{\b0\fs21 Pakistan. }\par}{\phpg\posx1440\pvpg\posy2355\absw9624\absh11246 \sl-259 \par\b \f20 \fs28\cf0 {\b0 \fs21 In}{\b0 \fs21 Pakistani}{\b0 \fs21 home}{\b0 \fs21 appliance}{\b0 \fs21 market,}{\b0 \fs21 there}{\b0 \fs21 are}{\b0 \fs21 two}{\b0 \fs21types}{\b0 \fs21 of}{\b0 \fs21 companies}{\b0 \fs21 involved}{\b0 \fs21 in

}{\b0 \fs21 appliance }\par}{\phpg\posx1440\pvpg\posy2355\absw9624\absh11246 \sl-316 \b \f20 \fs28 \cf0{\b0 \fs21 business}{\b0 \fs21 those}{\b0 \fs21 are}{\b0 \fs21 local}{\b0 \fs21 and}{\b0 \fs21 imported}{\b0 \fs21 manufacturers}{\b0 \fs21 and}{\b0 \fs21 marketers.}{\b0 \fs21 They}{\b0 \fs21 are}{\b0 \fs21 engaged}{\b0 \fs21

in}{\b0 \fs21 both }\par}{\phpg\posx1440\pvpg\posy2355\absw9624\absh11246 \sl-316 \b \f20 \fs28 \cf0{\b0 \fs21 aspects}{\b0 \fs21 of}{\b0 \fs21 marketing}{\b0 \fs21 that}{\b0 \


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fs21 is}{\b0 \fs21 business-to-business}{\b0 \fs21 marketing}{\b0 \fs21 (B2B)}{\b0 \fs21 and}{\b0 \fs21 business-to-consumer }\par}{\phpg\posx1440\pvpg\posy2355\absw9624\absh11246 \sl-319 \b \f20 \fs28 \cf0{\b0 \fs21 (B2C)}{\b0 \fs21 marketing.}{\b0 \fs21 In}{\b0 \fs21 business-to-business,}{\b0 \fs21 the}{\b0 \fs21 manufacturers}{\b0 \fs21 sell}{\b0\fs21 their}{\b0 \fs21 products}{\b0 \fs21 to}{\b0 \fs21 retailers }\par}{\phpg\posx1440\pvpg\posy2355\absw9624\absh11246 \sl-316 \b \f20 \fs28 \cf0

{\b0 \fs21 those}{\b0 \fs21 are}{\b0 \fs21 known}{\b0 \fs21 as}{\b0 \fs21 dealers.}{\b0 \fs21 Dealers}{\b0 \fs21 are}{\b0 \fs21 responsible}{\b0 \fs21for}{\b0 \fs21 retail}{\b0 \fs21 selling}{\b0 \fs21 to}{\b0 \fs21 the}{\b0 \fs21 end}{\b0 \fs21 users.}{\b0 \fs21 A}{\b0 \fs21 few }\par}{\phpg\posx1440\pvpg\posy2355\absw9624\absh11246 \sl-316 \b \f20 \fs28 \cf0{\b0 \fs21 of}{\b0 \fs21 the}{\b0 \fs21 companies}{\b0 \fs21 also}{\b0\fs21 have}{\b0 \fs21 their}{\b0 \fs21 own}{\b0 \fs21 retail}{\b0 \fs21 outlets}{\b0 \fs21 also.}{\b0 \fs21 Since}{\b0 \fs21 last}{\b0\fs21 few}{\b0 \fs21 years}{\b0 \fs21 the }\par}{\phpg\posx1440\pvpg\posy2355\absw9624\absh11246 \sl-316 \b \f20 \fs28 \cf0{\b0 \fs21 manufacturers}{\b0 \fs21 are}{\b0 \fs21 facing}{\b0 \fs21 a}{\b0 \fs21 competitive}{\b0 \fs21 and}{\b0 \fs21 challenging}{\b0 \fs21 si

tuation}{\b0 \fs21 in}{\b0 \fs21 business-to-business }\par}{\phpg\posx1440\pvpg\posy2355\absw9624\absh11246 \sl-319 \b \f20 \fs28 \cf0{\b0 \fs21 relationships}{\b0 \fs21 due}{\b0 \fs21 to}{\b0 \fs21 following}{\b0 \fs21 reasons. }\par}{\phpg\posx1440\pvpg\posy2355\absw9624\absh11246 \sl-258 \par\b \f20 \fs28\cf0 {\b0 \fs21 There}{\b0 \fs21 are}{\b0 \fs21 three}{\b0 \fs21 factors}{\b0\fs21 to}{\b0 \fs21 take}{\b0 \fs21 into}{\b0 \fs21 account}{\b0 \fs21 for}{\b0 \fs21 home}{\b0 \fs21 appliance}{\b0 \fs21 industry}{\b0 \fs21 in}{\b0\fs21 Pakistan.}{\b0\i \fs21 Firstly}{\b0 \fs21 , }\par}{\phpg\posx1440\pvpg\posy2355\absw9624\absh11246 \sl-316 \b \f20 \fs28 \cf0{\b0 \fs21 the}{\b0 \fs21 challenging}{\b0 \fs21 situation}{\b0 \fs21 has}{\b0 \fs21 been}{\b0 \fs21 created}{\b0 \fs21 by}{\b0 \fs21 dealers}{\b0 \fs21whose}{\b0 \fs21 profits}{\b0 \fs21 have}{\b0 \fs21 been}{\b0 \fs21 reduce

d}{\b0 \fs21 due}{\b0 \fs21 to }\par}{\phpg\posx1440\pvpg\posy2355\absw9624\absh11246 \sl-319 \b \f20 \fs28 \cf0{\b0 \fs21 certain}{\b0 \fs21 policies}{\b0 \fs21 adopted}{\b0 \fs21 by}{\b0\fs21 manufacturers}{\b0 \fs21 in}{\b0 \fs21 the}{\b0 \fs21 last}{\b0 \fs21few}{\b0 \fs21 years.}{\b0 \fs21 So}{\b0 \fs21 they}{\b0 \fs21 are}{\b0 \f

s21 looking}{\b0 \fs21 forward }\par}{\phpg\posx1440\pvpg\posy2355\absw9624\absh11246 \sl-316 \b \f20 \fs28 \cf0{\b0 \fs21 to}{\b0 \fs21 new}{\b0 \fs21 manufacturers}{\b0 \fs21 entering}{\b0 \fs21 in}{\b0 \fs21 the}{\b0 \fs21 industry.}{\b0 \fs21 More}{\b0 \fs21profits}{\b0 \fs21 and}{\b0 \fs21 better}{\b0 \fs21 services}{\b0 \fs21 are}{\b0 \fs21 also}{\b0 \fs21 being }\par}{\phpg\posx1440\pvpg\posy2355\absw9624\absh11246 \sl-316 \b \f20 \fs28 \cf0{\b0 \fs21 included}{\b0 \fs21 in}{\b0 \fs21 their}{\b0 \fs21 demands.}{\b0\i \fs21 Secondly}{\b0 \fs21 ,}{\b0 \fs21 the}{\b0 \fs21 new}{\b0\fs21 entrants}{\b0 \fs21 in}{\b0 \fs21 the}{\b0 \fs21 manufacturing}{\b0 \fs21 industry }\par}{\phpg\posx1440\pvpg\posy2355\absw9624\absh11246 \sl-316 \b \f20 \fs28 \cf0{\b0 \fs21 including}{\b0 \fs21 manufacturers}{\b0 \fs21 and}{\b0 \fs21 importers,}{\b0 \fs21 either}{\b0 \fs21 they}{\b0 \fs21 are}{\b0 \fs21 local}{\b0 \fs21 or}{\b0 \fs21 foreign}{\b0 \fs21 investors}{\b0 \fs21 have }\par}{\phpg\posx1440\pvpg\posy2355\absw9624\absh11246 \sl-319 \b \f20 \fs28 \cf0{\b0 \fs21 challenged}{\b0 \fs21 the}{\b0 \fs21 domination}{\b0 \fs21 of}{\b0 \fs21 existing}{\b0 \fs21 manufacturers}{\b0 \fs21 and}{\b0 \fs21 importers.}{\b0\i \fs21 Thirdly}{\b0 \fs21 ,}{\b0 \fs21 due}{\b0 \fs21 to}{

\b0 \fs21 the }\par}{\phpg\posx1440\pvpg\posy2355\absw9624\absh11246 \sl-316 \b \f20 \fs28 \cf0{\b0 \fs21 expansion}{\b0 \fs21 in}{\b0 \fs21 market}{\b0 \fs21 size}{\b0 \f


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s21 horizontally}{\b0 \fs21 and}{\b0 \fs21 vertically,}{\b0 \fs21 competitive}{\b0 \fs21 situation}{\b0 \fs21 has}{\b0 \fs21 been}{\b0 \fs21 increased }\par}{\phpg\posx1440\pvpg\posy2355\absw9624\absh11246 \sl-316 \b \f20 \fs28 \cf0{\b0 \fs21 among}{\b0 \fs21 manufacturers}{\b0 \fs21 within}{\b0 \fs21 the}{\b0 \fs21 industry. }\par}{\phpg\posx1440\pvpg\posy2355\absw9624\absh11246 \sl-259 \par\b \f20 \fs28\cf0 {\b0 \fs21 Fluctuating}{\b0 \fs21 customer}{\b0 \fs21 requirements}{\b0

\fs21 and}{\b0 \fs21 competitive}{\b0 \fs21 forces}{\b0 \fs21 are}{\b0\fs21 putting}{\b0 \fs21 more}{\b0 \fs21 pressure}{\b0 \fs21 on }\par}{\phpg\posx1440\pvpg\posy2355\absw9624\absh11246 \sl-316 \b \f20 \fs28 \cf0{\b0 \fs21 marketers.}{\b0 \fs21 They}{\b0 \fs21 are}{\b0 \fs21 demanding}{\b0 \fs21 superior}{\b0 \fs21 marketing}{\b0 \fs21 strategy}{\b0 \fs21 and}{\b0 \fs21 tactical}{\b0 \fs21 execution}{\b0 \fs21 (Anni,}{\b0 \fs21I. }\par}{\phpg\posx1440\pvpg\posy2355\absw9624\absh11246 \sl-316 \b \f20 \fs28 \cf0{\b0 \fs21 2002).}{\b0 \fs21 According}{\b0 \fs21 to}{\b0 \fs21 Peter}{\b0 \fs21 Cheverton,}{\b0 \fs21 the}{\b0 \fs21 relationships}{\b0 \fs21 between}{\b0 \fs21 B2B}{\b0 \fs21 suppliers}{\b0 \fs21 and}{\b0 \fs21 customers }\par}{\phpg\posx1440\pvpg\posy2355\absw9624\absh11246 \sl-316 \b \f20 \fs28 \cf0

{\b0 \fs21 have}{\b0 \fs21 become}{\b0 \fs21 a}{\b0 \fs21 vital}{\b0 \fs21 source}{\b0 \fs21 of}{\b0 \fs21 competitive}{\b0 \fs21 advantage.}{\b0\fs21 Many}{\b0 \fs21 companies}{\b0 \fs21 are}{\b0 \fs21 moving}{\b0 \fs21 from }\par}{\phpg\posx1440\pvpg\posy2355\absw9624\absh11246 \sl-319 \b \f20 \fs28 \cf0{\b0 \fs21 traditional}{\b0 \fs21 marketing}{\b0 \fs21 towards}{\b0 \fs21relational-oriented}{\b0 \fs21 marketing}{\b0 \fs21 (Cheverton,}{\b0 \fs21P.}{\b0 \fs21 2004).}{\b0 \fs21 Suppliers }

\par}{\phpg\posx1440\pvpg\posy2355\absw9624\absh11246 \sl-316 \b \f20 \fs28 \cf0{\b0 \fs21 have}{\b0 \fs21 acknowledged}{\b0 \fs21 that}{\b0 \fs21 improved}{\b0 \fs21 customer-}{\b0 \fs21 supplier}{\b0 \fs21 relationships}{\b0\fs21 increase}{\b0 \fs21 key}{\b0 \fs21 accounts }\par}{\phpg\posx1440\pvpg\posy2355\absw9624\absh11246 \sl-316 \b \f20 \fs28 \cf0

{\b0 \fs21 customer}{\b0 \fs21 retention}{\b0 \fs21 and}{\b0 \fs21 loyalty}{\b0 \fs21 more}{\b0 \fs21 successfully}{\b0 \fs21 (Abratt,}{\b0 \fs21 R.}{\b0 \fs21 &}{\b0 \fs21 Kelly,}{\b0 \fs21 P.M.}{\b0 \fs21 2002). }\par}{\phpg\posx5897\pvpg\posy15724\absw165\absh198 \f10 \fs19 \cf0 \f10 \fs19 \cf0 7\par}\sect\sectd\pard\plain\pgwsxn11906\pghsxn16838{\phpg\posx1440\pvpg\posy938\absw2640\absh179 \f20 \fs16 \cf0 \f20 \fs16 \cf0 Key Account Management Practices \par}{\phpg\posx9489\pvpg\posy938\absw1035\absh179 \f20 \fs16 \cf0 \f20 \fs16 \cf0 Abdul Razzaq \par}{\phpg\posx1440\pvpg\posy1444\absw9645\absh12317 \f20 \fs21 \cf0 \f20 \fs21 \cf0In home appliance market, the marketers are aware about the needs of relationship building\par}{\phpg\posx1440\pvpg\posy1444\absw9645\absh12317 \sl-317 \f20 \fs21 \cf0 with key customers. Most of them are applying few factors of key account management\par}{\phpg\posx1440\pvpg\posy1444\absw9645\absh12317 \sl-316 \f20 \fs21 \cf0 practices unconsciously but not KAM program as a whole. Among all of them, Dawlance is\par}{\phpg\posx1440\pvpg\posy1444\absw9645\absh12317 \sl-319 \f20 \fs21 \cf0 th

e pioneer that applying key account management approach with almost same terminology\par}{\phpg\posx1440\pvpg\posy1444\absw9645\absh12317 \sl-316 \f20 \fs21 \cf0 as


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described in literature. So, Dawlance KAM practices are studied as undergoing key\par}{\phpg\posx1440\pvpg\posy1444\absw9645\absh12317 \sl-316 \f20 \fs21 \cf0 account management practices in Pakistani home appliance market.\par}{\phpg\posx1440\pvpg\posy1444\absw9645\absh12317 \sl-261 \par\f20 \fs21 \cf0 {\b 1.1.2}{\b Introduction}{\b to}{\b Dawlance }\par}{\phpg\posx1440\pvpg\posy1444\absw9645\absh12317 \sl-293 \par\f20 \fs21 \cf

0 {\i The}{\i company }\par}{\phpg\posx1440\pvpg\posy1444\absw9645\absh12317 \sl-259 \par\f20 \fs21 \cf0 At present the main actors are Dawlance, PEL, Waves, Haier, and LG.The first three are

\par}{\phpg\posx1440\pvpg\posy1444\absw9645\absh12317 \sl-316 \f20 \fs21 \cf0 local companies while rest two belongs to China and Korea respectively. Dawlance is a brand\par}{\phpg\posx1440\pvpg\posy1444\absw9645\absh12317 \sl-317 \f20 \fs21 \cf0 name of group of companies which was established in 1980 with a name United Refrigeration\par}{\phpg\posx1440\pvpg\posy1444\absw9645\absh12317 \sl-316 \f20 \fs21 \cf0 Industries Limited. Initially they started their business with refrigerato

r manufacturing and\par}{\phpg\posx1440\pvpg\posy1444\absw9645\absh12317 \sl-319 \f20 \fs21 \cf0 later on increased their product line. Its products line includes refrigerator, deep freezer,\par}{\phpg\posx1440\pvpg\posy1444\absw9645\absh12317 \sl-316 \f20 \fs21 \cf0 washing machine, microwave oven and air conditioners. Being a brand leader Dawlance is\par}{\phpg\posx1440\pvpg\posy1444\absw9645\absh12317 \sl-316 \f20 \fs21 \cf0 committed to enhance the living standard of people through manufacturingreliable home\par}{\phpg\posx1440\pvpg\posy1444\absw9645\absh12317 \sl-316 \f20 \fs21 \cf0 appliance products and marketing them at affordable prices in Pakistan (Abratt, R.& Kelly,

\par}{\phpg\posx1440\pvpg\posy1444\absw9645\absh12317 \sl-316 \f20 \fs21 \cf0 P.M. 2002). All products are made for middle, upper middle and upper class.\par}{\phpg\posx1440\pvpg\posy1444\absw9645\absh12317 \sl-259 \par\f20 \fs21 \cf0 {\i Market}{\i Positioning }\par}{\phpg\posx1440\pvpg\posy1444\absw9645\absh12317 \sl-259 \par\f20 \fs21 \cf0 Dawlance is the largest company in Pakistan engaged in appliance business. Present Market\par}{\phpg\posx1440\pvpg\posy1444\absw9645\absh12317 \sl-316 \f20 \fs21 \cf0 Share of Dawlance product is: refrigerators 65%, Washing Machines 35%, Microwave Oven\par}{\phpg\posx1440\pvpg\posy1444\absw9645\absh12317 \sl-316 \f20 \fs21 \cf0 40%, Chest Freezers 45%, and Air Conditioners 15% (Anni, I. 2002).\par}{\phpg\posx1440\pvpg\posy1444\absw9645\absh12317 \sl-259 \par\f20 \fs21 \cf0 They have around 800 dealers in the country that is 80% of the total nationaldealers. There\par}{\phpg\posx1440\pvpg\posy1444\absw9645\absh12317 \sl-316 \f20 \fs21 \cf0 are 16 operational centers (Branches) to operate this large dealer network all over the\par}{\phpg\posx1440\pvpg\posy1444\absw9645\absh12317 \sl-316 \f20 \fs21 \cf0 country. They possess very effective logistics system with 16 big warehouses all over the\par}{\phpg\posx1440\pvpg\posy1444\absw9645\absh12317 \sl-316 \f20 \fs21 \cf0 country for the prompt execution of sales invoices. Hence Dawlance products areavailable\par}{\phpg\posx1440\pvpg\posy1444\absw9645\absh12317 \sl-319 \f20 \fs21 \cf0 al

most in all the cities and small towns as well. As regards to theafter sales services, the\par}{\phpg\posx1440\pvpg\posy1444\absw9645\absh12317 \sl-316 \f20 \fs21 \cf0 se


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rvice centers are present where company dealers exist. There are 20company{\f63 \u8223\'3f}s own\par}{\phpg\posx1440\pvpg\posy1444\absw9645\absh12317 \sl-316 \f20 \fs21 \cf0 service centers and 40 contract workshops in remote areas to provide timely and effective\par}{\phpg\posx1440\pvpg\posy1444\absw9645\absh12317 \sl-316 \f20 \fs21 \cf0 customer service.

\par}{\phpg\posx1440\pvpg\posy1444\absw9645\absh12317 \sl-259 \par\f20 \fs21 \cf0 {\i Key}{\i Account}{\i Management}{\i Practices }\par}{\phpg\posx1440\pvpg\posy1444\absw9645\absh12317 \sl-258 \par\f20 \fs21 \cf0 In Pakistani home appliance market most of the companies are engagedin business-to-

\par}{\phpg\posx1440\pvpg\posy1444\absw9645\absh12317 \sl-319 \f20 \fs21 \cf0 business marketing. As stated above Dawlance has large dealer network all over thecountry.\par}{\phpg\posx1440\pvpg\posy1444\absw9645\absh12317 \sl-316 \f20 \fs21 \cf0 They are training and developing selling teams. The company is focusinghigh volume\par}{\phpg\posx1440\pvpg\posy1444\absw9645\absh12317 \sl-316 \f20 \fs21 \cf0 de

alers paying special attention regarding their profits maximization, problem solving, and\par}{\phpg\posx1440\pvpg\posy1444\absw9645\absh12317 \sl-316 \f20 \fs21 \cf0 developing relationships. The "high volume term" was used so far except key account. Since\par}{\phpg\posx1440\pvpg\posy1444\absw9645\absh12317 \sl-319 \f20 \fs21 \cf0 last year the company has introduced KAM program named "key account management\par}{\phpg\posx1440\pvpg\posy1444\absw9645\absh12317 \sl-316 \f20 \fs21 \cf0 scheme" in the market place. All other actors in home appliance marketare still lagging\par}{\phpg\posx1440\pvpg\posy1444\absw9645\absh12317 \sl-316 \f20 \fs21 \cf0 behind and using traditional sales approaches. \par

}{\phpg\posx5897\pvpg\posy15724\absw165\absh198 \f10 \fs19 \cf0 \f10 \fs19 \cf0 8\par}\sect\sectd\pard\plain\pgwsxn11906\pghsxn16838{\phpg\posx1440\pvpg\posy938\absw2954\absh1210 \f20 \fs16 \cf0 \f20 \fs16 \cf0 Key Account Management Practices\par}{\phpg\posx1440\pvpg\posy938\absw2954\absh1210 \sl-300 \par\f20 \fs16 \cf0{\b \fs25 1.2}{\b \fs25 Problem}{\b \fs25 Discussion }\par}{\phpg\posx1440\pvpg\posy938\absw2954\absh1210 \sl-266 \par\f20 \fs16 \cf0{\b \fs21 1.2.1}{\b \fs21 Defining}{\b \fs21 the}{\b \fs21 problem }\par}{\phpg\posx9489\pvpg\posy938\absw1035\absh179 \f20 \fs16 \cf0 \f20 \fs16 \cf0 Abdul Razzaq \par}{\phpg\posx1440\pvpg\posy2606\absw9676\absh11226 \f20 \fs21 \cf0 \f20 \fs21 \cf0To survive in the dynamic marketplaces, companies need to develop thestrategies that can

\par}{\phpg\posx1440\pvpg\posy2606\absw9676\absh11226 \sl-275 \f20 \fs21 \cf0 stay alive in the changing marketplace. They must develop relationships with suppliers and\par}{\phpg\posx1440\pvpg\posy2606\absw9676\absh11226 \sl-276 \f20 \fs21 \cf0 distributors, investors, customers and other key companies and people in the market. Recent

\par}{\phpg\posx1440\pvpg\posy2606\absw9676\absh11226 \sl-275 \f20 \fs21 \cf0 research has moved attention to certain moderating factors which favor the performance of


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\par}{\phpg\posx1440\pvpg\posy2606\absw9676\absh11226 \sl-275 \f20 \fs21 \cf0 specific relationship marketing approaches, as nearly every company usessome kind of\par}{\phpg\posx1440\pvpg\posy2606\absw9676\absh11226 \sl-276 \f20 \fs21 \cf0 relationship marketing, in order to adapt to its business environment (Wengler, S., Ehret, M.\par}{\phpg\posx1440\pvpg\posy2606\absw9676\absh11226 \sl-275 \f20 \fs21 \cf0 &

Saab S. 2006). This shift towards relationship marketing brought with it a new\par}{\phpg\posx1440\pvpg\posy2606\absw9676\absh11226 \sl-276 \f20 \fs21 \cf0 management philosophy, namely key account management (KAM). KAM is one of the more\par}{\phpg\posx1440\pvpg\posy2606\absw9676\absh11226 \sl-275 \f20 \fs21 \cf0 significant marketing trends of the past several decades (Conlon, G.L.,Napolitano, L. &\par}{\phpg\posx1440\pvpg\posy2606\absw9676\absh11226 \sl-275 \f20 \fs21 \cf0 Pusateri, M. 1997).\par}{\phpg\posx1440\pvpg\posy2606\absw9676\absh11226 \sl-277 \par\f20 \fs21 \cf0 KAM is an approach adopted by selling companies aimed at building a portfolio

of loyal key\par}{\phpg\posx1440\pvpg\posy2606\absw9676\absh11226 \sl-316 \f20 \fs21 \cf0 accounts by offering them, on a continuous basis, a product/ service package tailored to their\par}{\phpg\posx1440\pvpg\posy2606\absw9676\absh11226 \sl-316 \f20 \fs21 \cf0 needs (McDonald, M., Millman, T. & Rogers, B. 1997). According to Maister (1999),KAM\par}{\phpg\posx1440\pvpg\posy2606\absw9676\absh11226 \sl-316 \f20 \fs21 \cf0 isgiving special attention to high quality clients that meet pre-established criteria. Kempeners\par}{\phpg\posx1440\pvpg\posy2606\absw9676\absh11226 \sl-319 \f20 \fs21 \cf0 and Hart (1999) define KAM as process of building and maintaining relationships over an

\par}{\phpg\posx1440\pvpg\posy2606\absw9676\absh11226 \sl-316 \f20 \fs21 \cf0 extended period, which cuts across multiple levels, functions, and operating unitsin both the\par}{\phpg\posx1440\pvpg\posy2606\absw9676\absh11226 \sl-316 \f20 \fs21 \cf0 selling organizations and in carefully selected customers that contributeto the company{\f63 \u8223\'3f}s\par}{\phpg\posx1440\pvpg\posy2606\absw9676\absh11226 \sl-316 \f20 \fs21 \cf0 objectives now or in the future.\par}{\phpg\posx1440\pvpg\posy2606\absw9676\absh11226 \sl-259 \par\f20 \fs21 \cf0 According to Cespedes (1989), the KAM process involves identifying buying firm for\par}{\phpg\posx1440\pvpg\posy2606\absw9676\absh11226 \sl-316 \f20 \fs21 \cf0 account management using predefined criteria, understanding of the buying processof such

\par}{\phpg\posx1440\pvpg\posy2606\absw9676\absh11226 \sl-317 \f20 \fs21 \cf0 accounts, developing buyer seller relationships and sales coordination. The process of key\par}{\phpg\posx1440\pvpg\posy2606\absw9676\absh11226 \sl-319 \f20 \fs21 \cf0 account management consists of four basic elements (Ojasalo, J. 2001). The identification of\par}{\phpg\posx1440\pvpg\posy2606\absw9676\absh11226 \sl-316 \f20 \fs21 \cf0 the key accounts, analysis of the key accounts, selecting suitable strategies for the key\par}{\phpg\posx1440\pvpg\posy2606\absw9676\absh11226 \sl-316 \f20 \fs21 \cf0 accounts, and developing operational level capabilities to build, grow, and mainta

in profitable\par}{\phpg\posx1440\pvpg\posy2606\absw9676\absh11226 \sl-316 \f20 \fs21 \cf0 and long- lasting relationships with them. Actually, key account management concer


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ned with\par}{\phpg\posx1440\pvpg\posy2606\absw9676\absh11226 \sl-319 \f20 \fs21 \cf0 initiatives taken by a selling firm towards maintaining mutuallybeneficial long term\par}{\phpg\posx1440\pvpg\posy2606\absw9676\absh11226 \sl-316 \f20 \fs21 \cf0 relationship with few of its selected buyers (Abhishek, S., Shashidhar R., Nagabhushan R.,

\par}{\phpg\posx1440\pvpg\posy2606\absw9676\absh11226 \sl-316 \f20 \fs21 \cf0 Prashant, M. & Gururaj, K. (2005).\par}{\phpg\posx1440\pvpg\posy2606\absw9676\absh11226 \sl-259 \par\f20 \fs21 \cf0 The main focus of this research study aims to highlight KAM initiatives and practices, from\par}{\phpg\posx1440\pvpg\posy2606\absw9676\absh11226 \sl-316 \f20 \fs21 \cf0 managerial perspective among home appliance industry in Pakistan. How manufacturers can\par}{\phpg\posx1440\pvpg\posy2606\absw9676\absh11226 \sl-316 \f20 \fs21 \cf0 develop their business-to-business (B2B) relationships with their key accounts (dealers) more\par}{\phpg\posx1440\pvpg\posy2606\absw9676\absh11226 \sl-317 \f20 \fs21 \cf0 ef

fectively, how they can retain them for long period time and how they can get the\par}{\phpg\posx1440\pvpg\posy2606\absw9676\absh11226 \sl-319 \f20 \fs21 \cf0 competitive advantage in future. The field is interesting to study because of an integrated\par}{\phpg\posx1440\pvpg\posy2606\absw9676\absh11226 \sl-316 \f20 \fs21 \cf0 framework is not available for this business sector, based on the research work carried out in\par}{\phpg\posx1440\pvpg\posy2606\absw9676\absh11226 \sl-316 \f20 \fs21 \cf0 different areas of KAM.\par}{\phpg\posx1440\pvpg\posy2606\absw9676\absh11226 \sl-259 \par\f20 \fs21 \cf0 The study focuses on the process and implementation of KAM programfrom managerial

\par}{\phpg\posx1440\pvpg\posy2606\absw9676\absh11226 \sl-316 \f20 \fs21 \cf0 perspectives. The undergoing key account management (KAM) practices in the market\par}{\phpg\posx1440\pvpg\posy2606\absw9676\absh11226 \sl-316 \f20 \fs21 \cf0 adopted by Dawlance will be analyzed and then improvements will be presented in KAM \par}{\phpg\posx5897\pvpg\posy15724\absw165\absh198 \f10 \fs19 \cf0 \f10 \fs19 \cf0 9\par}\sect\sectd\pard\plain\pgwsxn11906\pghsxn16838{\phpg\posx1440\pvpg\posy938\absw2640\absh179 \f20 \fs16 \cf0 \f20 \fs16 \cf0 Key Account Management Practices \par}{\phpg\posx9489\pvpg\posy938\absw1035\absh179 \f20 \fs16 \cf0 \f20 \fs16 \cf0 Abdul Razzaq \par}{\phpg\posx1440\pvpg\posy1444\absw9650\absh10999 \f20 \fs21 \cf0 \f20 \fs21 \cf0program from the managerial point-of-view. So, the main objective is to answerthis question:\par}{\phpg\posx1440\pvpg\posy1444\absw9650\absh10999 \sl-317 \f20 \fs21 \cf0 How key account management program can be implemented in Pakistani homeappliance\par}{\phpg\posx1440\pvpg\posy1444\absw9650\absh10999 \sl-316 \f20 \fs21 \cf0 in

dustry? This will be answered through the following questions.\par}{\phpg\posx1440\pvpg\posy1444\absw9650\absh10999 \sl-261 \par\f20 \fs21 \cf0 {\b 1.2.2}{\b Research}{\b questions }


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\par}{\phpg\posx1440\pvpg\posy1444\absw9650\absh10999 \sl-292 \par\f20 \fs21 \cf0 This study will be conducted with the following research questions.\par}{\phpg\posx1440\pvpg\posy1444\absw9650\absh10999 \sl-275 \par\f20 \fs21 \cf0 1. What are the elements of a successful key account management program?\par}{\phpg\posx1440\pvpg\posy1444\absw9650\absh10999 \sl-276 \par\f20 \fs21 \cf0 As key account management is an approach adopted by the selling firm to maintain its

\par}{\phpg\posx1440\pvpg\posy1444\absw9650\absh10999 \sl-276 \f20 \fs21 \cf0 relationships for long term with some selected buyers. So the selling company hasto develop\par}{\phpg\posx1440\pvpg\posy1444\absw9650\absh10999 \sl-275 \f20 \fs21 \cf0 some criteria for KAM practices. This is a theoretical portion of thestudy and it is tried to\par}{\phpg\posx1440\pvpg\posy1444\absw9650\absh10999 \sl-275 \f20 \fs21 \cf0 find out the elements for successful practices of KAM.\par}{\phpg\posx1440\pvpg\posy1444\absw9650\absh10999 \sl-276 \par\f20 \fs21 \cf0 2. How key accounts are identified and analyzed by suppliers in homeappliance market of\par}{\phpg\posx1440\pvpg\posy1444\absw9650\absh10999 \sl-276 \f20 \fs21 \cf0 Pa

kistan?\par}{\phpg\posx1440\pvpg\posy1444\absw9650\absh10999 \sl-275 \par\f20 \fs21 \cf0 In this section, the two aspects of KAM practices in home appliance market ofPakistan are\par}{\phpg\posx1440\pvpg\posy1444\absw9650\absh10999 \sl-276 \f20 \fs21 \cf0 addressed. Firstly, the selection criteria of key accounts by selling company will be studied.\par}{\phpg\posx1440\pvpg\posy1444\absw9650\absh10999 \sl-275 \f20 \fs21 \cf0 For example account{\f63 \u8223\'3f}s sales volume, financial strength, strategic resources, age of\par}{\phpg\posx1440\pvpg\posy1444\absw9650\absh10999 \sl-276 \f20 \fs21 \cf0 relationships and compatibility etc. Secondly, the basic characteristics of selected key

\par}{\phpg\posx1440\pvpg\posy1444\absw9650\absh10999 \sl-276 \f20 \fs21 \cf0 accounts like key accounts buying behavior, buying frequency, complaints handling,\par}{\phpg\posx1440\pvpg\posy1444\absw9650\absh10999 \sl-276 \f20 \fs21 \cf0 switching cost and information exchange will be analyzed.\par}{\phpg\posx1440\pvpg\posy1444\absw9650\absh10999 \sl-275 \par\f20 \fs21 \cf0 3. What kind of KAM strategies are used for key accounts in Pakistan home appliance\par}{\phpg\posx1440\pvpg\posy1444\absw9650\absh10999 \sl-276 \f20 \fs21 \cf0 market?\par}{\phpg\posx1440\pvpg\posy1444\absw9650\absh10999 \sl-276 \par\f20 \fs21 \cf0 This portion is third step in KAM practices which highlights the relationship strategies\par}{\phpg\posx1440\pvpg\posy1444\absw9650\absh10999 \sl-276 \f20 \fs21 \cf0 adopted by selling company. To find out the comprehensive answer of this question both\par}{\phpg\posx1440\pvpg\posy1444\absw9650\absh10999 \sl-275 \f20 \fs21 \cf0 formal and informal strategies will be analyzed in home appliance market of Pakistan. Formal\par}{\phpg\posx1440\pvpg\posy1444\absw9650\absh10999 \sl-275 \f20 \fs21 \cf0 strategies include collaboration, negotiation, administration and accommodation etc. whereas\par}{\phpg\posx1440\pvpg\posy1444\absw9650\absh10999 \sl-276 \f20 \fs21 \cf0 informal strategies may be hidden discounts, credit days, credit limits, gifting with purchase,

\par}{\phpg\posx1440\pvpg\posy1444\absw9650\absh10999 \sl-276 \f20 \fs21 \cf0 stock availability and dining occasionally.\par}{\phpg\posx1440\pvpg\posy1444\absw9650\absh10999 \sl-275 \par\f20 \fs21 \cf


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0 4. What are the operational level capabilities used in KAM for profitable and long-lasting\par}{\phpg\posx1440\pvpg\posy1444\absw9650\absh10999 \sl-275 \f20 \fs21 \cf0 relationships with the key accounts in home appliance market of Pakistan?\par}{\phpg\posx1440\pvpg\posy1444\absw9650\absh10999 \sl-276 \par\f20 \fs21 \cf0 The forth step in KAM practices is based on the study of operational capabilities being used

\par}{\phpg\posx1440\pvpg\posy1444\absw9650\absh10999 \sl-275 \f20 \fs21 \cf0 inPakistani home appliance market. This portion also includes the imple

mentation and\par}{\phpg\posx1440\pvpg\posy1444\absw9650\absh10999 \sl-276 \f20 \fs21 \cf0 control functions. Here, both formal capabilities as products level, selection of key account\par}{\phpg\posx1440\pvpg\posy1444\absw9650\absh10999 \sl-276 \f20 \fs21 \cf0 manager, interaction with key accounts and organizational structureetc, and informal

\par}{\phpg\posx1440\pvpg\posy1444\absw9650\absh10999 \sl-275 \f20 \fs21 \cf0 capabilities as service level, problem resolution, courtesy callsand profits assurance

\par}{\phpg\posx1440\pvpg\posy1444\absw9650\absh10999 \sl-276 \f20 \fs21 \cf0 capabilities will be analyzed. \par}{\phpg\posx5842\pvpg\posy15724\absw316\absh198 \f10 \fs19 \cf0 \f10 \fs19 \cf0 10 \par}\sect\sectd\pard\plain\pgwsxn11906\pghsxn16838{\phpg\posx1440\pvpg\posy938\absw3043\absh738 \f20 \fs16 \cf0 \f20 \fs16 \cf0 Key Account Management Practices\par}{\phpg\posx1440\pvpg\posy938\absw3043\absh738 \sl-300 \par\f20 \fs16 \cf0 {\b \fs25 1.3}{\b \fs25 Aims}{\b \fs25 and}{\b \fs25 Objectives }\par}

{\phpg\posx9489\pvpg\posy938\absw1035\absh179 \f20 \fs16 \cf0 \f20 \fs16 \cf0 Abdul Razzaq \par}{\phpg\posx1440\pvpg\posy2080\absw9625\absh8763 \f20 \fs21 \cf0 \f20 \fs21 \cf0As home appliance industry is potential and growing business sector inPakistan. Selling

\par}{\phpg\posx1440\pvpg\posy2080\absw9625\absh8763 \sl-276 \f20 \fs21 \cf0 companies are using different marketing strategies to get competitive advantage in the\par}{\phpg\posx1440\pvpg\posy2080\absw9625\absh8763 \sl-275 \f20 \fs21 \cf0 marketplace. Marketing strategies include like product development, price reduction,\par}{\phpg\posx1440\pvpg\posy2080\absw9625\absh8763 \sl-275 \f20 \fs21 \cf0 effective advertisement campaigns, and relations building with channels networks.\par}{\phpg\posx1440\pvpg\posy2080\absw9625\absh8763 \sl-276 \par\f20 \fs21 \cf0The aim of this dissertation is to analyze the undergoing key account management practices\par}{\phpg\posx1440\pvpg\posy2080\absw9625\absh8763 \sl-276 \f20 \fs21 \cf0 inthe market and propose a framework from managerial point-of-view. This is also,a study\par}{\phpg\posx1440\pvpg\posy2080\absw9625\absh8763 \sl-275 \f20 \fs21 \cf0 about the implementation of key account management (KAM) program.\par}{\phpg\posx1440\pvpg\posy2080\absw9625\absh8763 \sl-276 \par\f20 \fs21 \cf0Secondly, to provide the solution of the problem in business-to-business context in home

\par}{\phpg\posx1440\pvpg\posy2080\absw9625\absh8763 \sl-275 \f20 \fs21 \cf0 appliance market of Pakistan that management is facing regarding relationships withdealers


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\par}{\phpg\posx1440\pvpg\posy2080\absw9625\absh8763 \sl-276 \f20 \fs21 \cf0 (channels) in the changing market situation. The above discussed aims will be explored\par}{\phpg\posx1440\pvpg\posy2080\absw9625\absh8763 \sl-276 \f20 \fs21 \cf0 through the following points.\par}{\phpg\posx1440\pvpg\posy2080\absw9625\absh8763 \sl-285 \par\f20 \fs21 \cf0\fi719 To understand the elements of successful key account management.

\par}{\phpg\posx1440\pvpg\posy2080\absw9625\absh8763 \sl-292 \f20 \fs21 \cf0 \fi719 To analyze the process of key account selection & analysis in home appliancemarket\par}{\phpg\posx1440\pvpg\posy2080\absw9625\absh8763 \sl-273 \f20 \fs21 \cf0 \fi719 of Pakistan.\par}{\phpg\posx1440\pvpg\posy2080\absw9625\absh8763 \sl-295 \f20 \fs21 \cf0 \fi719 To analyze the relationship strategies being used for key accounts in Pakistani home\par}{\phpg\posx1440\pvpg\posy2080\absw9625\absh8763 \sl-275 \f20 \fs21 \cf0 \fi719 appliance market.\par}{\phpg\posx1440\pvpg\posy2080\absw9625\absh8763 \sl-295 \f20 \fs21 \cf0 \fi719 To analyze the operational capabilities for profitable and long-last

ing relationships\par}{\phpg\posx1440\pvpg\posy2080\absw9625\absh8763 \sl-273 \f20 \fs21 \cf0 \fi719 with customers in home appliance market.\par}{\phpg\posx1440\pvpg\posy2080\absw9625\absh8763 \sl-295 \f20 \fs21 \cf0 \fi719 To provide some reasonable suggestions and useful recommendations.\par}{\phpg\posx1440\pvpg\posy2080\absw9625\absh8763 \sl-274 \par\f20 \fs21 \cf0{\i Implication}{\i of}{\i the}{\i results }\par}{\phpg\posx1440\pvpg\posy2080\absw9625\absh8763 \sl-276 \par\f20 \fs21 \cf0The study will help us understand about the KAM practices how theseare helpful in\par}{\phpg\posx1440\pvpg\posy2080\absw9625\absh8763 \sl-276 \f20 \fs21 \cf0 acquiring and retaining key accounts and what kind of operational capabilities arerequired in

\par}{\phpg\posx1440\pvpg\posy2080\absw9625\absh8763 \sl-276 \f20 \fs21 \cf0 thehome appliance market of Pakistan. Secondly, the findings will be considered asource of\par}{\phpg\posx1440\pvpg\posy2080\absw9625\absh8763 \sl-276 \f20 \fs21 \cf0 information in formulating future strategies for Dawlance and other appliance manufacturers\par}{\phpg\posx1440\pvpg\posy2080\absw9625\absh8763 \sl-275 \f20 \fs21 \cf0 andmarketers in Pakistani home appliance industry.\par}{\phpg\posx1440\pvpg\posy2080\absw9625\absh8763 \sl-276 \par\f20 \fs21 \cf0As discussed earlier that Dawlance is market leader and other selling companies are market\par}{\phpg\posx1440\pvpg\posy2080\absw9625\absh8763 \sl-276 \f20 \fs21 \cf0 challenger, follower or niche player. So, they follow Dawlance directly or indirectly in\par}{\phpg\posx1440\pvpg\posy2080\absw9625\absh8763 \sl-275 \f20 \fs21 \cf0 product development, sales policies, operations, and after-sales-services. Hence, the findings\par}{\phpg\posx1440\pvpg\posy2080\absw9625\absh8763 \sl-275 \f20 \fs21 \cf0 will be interesting from other selling companies{\f63 \u8223\'3f} point of view. \par}{\phpg\posx1440\pvpg\posy12310\absw9609\absh3271 \b \f20 \fs25 \cf0 \b \f20 \fs25 \cf0 1.4 Research Scope and Limitation\par}{\phpg\posx1440\pvpg\posy12310\absw9609\absh3271 \sl-299 \par\b \f20 \fs25\cf0 {\b0 \fs21 According}{\b0 \fs21 to}{\b0 \fs21 author,}{\b0 \fs21 ther

e}{\b0 \fs21 are}{\b0 \fs21 three}{\b0 \fs21 kinds}{\b0 \fs21 of}{\b0 \fs21 limitations}{\b0 \fs21 involved}{\b0 \fs21 in}{\b0 \fs21 this}{\b0 \fs21 study;}{\b0 \fs21 sample }


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\par}{\phpg\posx1440\pvpg\posy12310\absw9609\absh3271 \sl-316 \b \f20 \fs25 \cf0{\b0 \fs21 selection,}{\b0 \fs21 fitness}{\b0 \fs21 of}{\b0 \fs21 theory}{\b0 \fs21 and}{\b0 \fs21 face}{\b0 \fs21 to}{\b0 \fs21 face}{\b0 \fs21 interview. }\par}{\phpg\posx1440\pvpg\posy12310\absw9609\absh3271 \sl-259 \par\b \f20 \fs25\cf0 {\b0\i \fs21 Sample}{\b0\i \fs21 Selection }\par}{\phpg\posx1440\pvpg\posy12310\absw9609\absh3271 \sl-259 \par\b \f20 \fs25

\cf0 {\b0 \fs21 Firstly,}{\b0 \fs21 the}{\b0 \fs21 sample}{\b0 \fs21 selected}{\b0 \fs21 consists}{\b0 \fs21 of}{\b0 \fs21 responses}{\b0 \fs21 from}{\b0 \fs21 executives}{\b0 \fs21 of}{\b0 \fs21 Dawlance}{\b0 \fs21 only.}{\b0 \fs21 The }\par}{\phpg\posx1440\pvpg\posy12310\absw9609\absh3271 \sl-316 \b \f20 \fs25 \cf0{\b0 \fs21 questionnaire}{\b0 \fs21 was}{\b0 \fs21 floated}{\b0 \fs21 in}{\b0 \fs21 six}{\b0 \fs21 sales}{\b0 \fs21 branches}{\b0 \fs21 of}{\b0 \fs21 Lahore,}{\b0 \fs21 Gujranwala,}{\b0 \fs21 Sialkot,}{\b0 \fs21 Gujrat, }\par}{\phpg\posx1440\pvpg\posy12310\absw9609\absh3271 \sl-316 \b \f20 \fs25 \cf0{\b0 \fs21 Peshawar}{\b0 \fs21 and}{\b0 \fs21 Karachi.}{\b0 \fs21 The}{\b0 \fs21 respondents}{\b0 \fs21 from}{\b0 \fs21 other}{\b0 \fs21 electr

onics}{\b0 \fs21 companies}{\b0 \fs21 could}{\b0 \fs21 not}{\b0 \fs21 be}\par}{\phpg\posx1440\pvpg\posy12310\absw9609\absh3271 \sl-372 \par\b \f20 \fs25\cf0 \fi4402 {\b0 \f10 \fs19 11 }\par}\sect\sectd\pard\plain\pgwsxn11906\pghsxn16838{\phpg\posx1440\pvpg\posy938\absw2640\absh179 \f20 \fs16 \cf0 \f20 \fs16 \cf0 Key Account Management Practices \par}{\phpg\posx9489\pvpg\posy938\absw1035\absh179 \f20 \fs16 \cf0 \f20 \fs16 \cf0 Abdul Razzaq \par}

{\phpg\posx1440\pvpg\posy1444\absw9541\absh6918 \f20 \fs21 \cf0 \f20 \fs21 \cf0included in the sample. They could not be accessed due to lack of time and lackof sources\par}{\phpg\posx1440\pvpg\posy1444\absw9541\absh6918 \sl-317 \f20 \fs21 \cf0 like contacts & communications. Although Dawlance is a Market leader andpioneer in\par}{\phpg\posx1440\pvpg\posy1444\absw9541\absh6918 \sl-316 \f20 \fs21 \cf0 implementing key account management in home appliance market butthere may be\par}{\phpg\posx1440\pvpg\posy1444\absw9541\absh6918 \sl-319 \f20 \fs21 \cf0 difference in strategies and capabilities among Dawlance and others. So the results derived\par}{\phpg\posx1440\pvpg\posy1444\absw9541\absh6918 \sl-316 \f20 \fs21 \cf0 here may effect.\par}{\phpg\posx1440\pvpg\posy1444\absw9541\absh6918 \sl-259 \par\f20 \fs21 \cf0{\i Variable}{\i Selection }\par}{\phpg\posx1440\pvpg\posy1444\absw9541\absh6918 \sl-257 \par\f20 \fs21 \cf0As Pakistani home appliance market is not so developed from the research pointof view and\par}{\phpg\posx1440\pvpg\posy1444\absw9541\absh6918 \sl-316 \f20 \fs21 \cf0 printed data is not available, so the variables are choose keeping in mind these limitations.\par}{\phpg\posx1440\pvpg\posy1444\absw9541\absh6918 \sl-259 \par\f20 \fs21 \cf0{\i Fitness}{\i of}{\i Theory }\par}{\phpg\posx1440\pvpg\posy1444\absw9541\absh6918 \sl-257 \par\f20 \fs21 \cf0

Secondly, the theory provides the basis for empirical analysis of ongoing KAM practices in\par}{\phpg\posx1440\pvpg\posy1444\absw9541\absh6918 \sl-319 \f20 \fs21 \cf0 hom


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e appliance market of Pakistan. Author thinks that theoretical work done so far in the\par}{\phpg\posx1440\pvpg\posy1444\absw9541\absh6918 \sl-316 \f20 \fs21 \cf0 field of key account management is derived from developed markets like European and\par}{\phpg\posx1440\pvpg\posy1444\absw9541\absh6918 \sl-316 \f20 \fs21 \cf0 American markets. Whereas Pakistani home appliance market may differ in s

ize, pace,\par}{\phpg\posx1440\pvpg\posy1444\absw9541\absh6918 \sl-316 \f20 \fs21 \cf0 culture and values. So the cultural background, customer psyche, operational capabilities like\par}{\phpg\posx1440\pvpg\posy1444\absw9541\absh6918 \sl-319 \f20 \fs21 \cf0 managerial skills, company structure and KAM team may consequence in discrepancies in\par}{\phpg\posx1440\pvpg\posy1444\absw9541\absh6918 \sl-316 \f20 \fs21 \cf0 final results.\par}{\phpg\posx1440\pvpg\posy1444\absw9541\absh6918 \sl-257 \par\f20 \fs21 \cf0{\i Face-to-Face}{\i Interviews }\par}{\phpg\posx1440\pvpg\posy1444\absw9541\absh6918 \sl-258 \par\f20 \fs21 \cf0

Thirdly, face-to-face interviews with higher management could not be conducted as author\par}{\phpg\posx1440\pvpg\posy1444\absw9541\absh6918 \sl-276 \f20 \fs21 \cf0 resides in Sweden during writing this dissertation and have to rely onquestionnaire for\par}{\phpg\posx1440\pvpg\posy1444\absw9541\absh6918 \sl-276 \f20 \fs21 \cf0 empirical data. Hence all the results derived in this study about key account management in\par}{\phpg\posx1440\pvpg\posy1444\absw9541\absh6918 \sl-276 \f20 \fs21 \cf0 home appliance market of Pakistan are based on the questionnaire. \par}{\phpg\posx1440\pvpg\posy9624\absw9560\absh3095 \b \f20 \fs25 \cf0 \b \f20 \fs25\cf0 1.5 Thesis Structure

\par}{\phpg\posx1440\pvpg\posy9624\absw9560\absh3095 \sl-300 \par\b \f20 \fs25 \cf0 {\b0 \fs21 The}{\b0 \fs21 thesis}{\b0 \fs21 consists}{\b0 \fs21 of}{\b0 \fs21 six}{\b0 \fs21 chapters.}{\b0 \fs21 Chapter}{\b0 \fs21 1}{\b0 \fs21 discusses}{\b0 \fs21 about}{\b0 \fs21 the}{\b0 \fs21 problem}{\b0 \fs21 and}{\b0 \fs21 its}{\b0 \fs21 background }\par}{\phpg\posx1440\pvpg\posy9624\absw9560\absh3095 \sl-316 \b \f20 \fs25 \cf0{\b0 \fs21 in}{\b0 \fs21 Pakistani}{\b0 \fs21 home}{\b0 \fs21 appliance}{\b0 \fs21 market.}{\b0 \fs21 In}{\b0 \fs21 chapter}{\b0 \fs21 2,}{\b0 \fs21 the}{\b0 \fs21 methodology}{\b0 \fs21 adopted}{\b0 \fs21 including}{\b0 \fs21 data }\par}{\phpg\posx1440\pvpg\posy9624\absw9560\absh3095 \sl-316 \b \f20 \fs25 \cf0{\b0 \fs21 sources}{\b0 \fs21 and}{\b0 \fs21 collection}{\b0 \fs21 ways}{\b0 \fs21 is}{\b0 \fs21 discussed.}{\b0 \fs21 In}{\b0 \fs21 chapter}{\b0 \fs21 3,}{\b0 \fs21 the}{\b0 \fs21 theoretical}{\b0 \fs21 background}{\b0 \fs21 is }\par}{\phpg\posx1440\pvpg\posy9624\absw9560\absh3095 \sl-316 \b \f20 \fs25 \cf0{\b0 \fs21 developed.}{\b0 \fs21 In}{\b0 \fs21 chapter}{\b0 \fs21 4,}{\b0 \fs21 the}{\b0 \fs21 empirical}{\b0 \fs21 data}{\b0 \fs21 collected}{\b0 \fs21through}{\b0 \fs21 questionnaire}{\b0 \fs21 survey}{\b0 \fs21 is}{\b0 \fs21analyzed }\par}{\phpg\posx1440\pvpg\posy9624\absw9560\absh3095 \sl-316 \b \f20 \fs25 \cf0{\b0 \fs21 and}{\b0 \fs21 results}{\b0 \fs21 are}{\b0 \fs21 concluded}{\b0 \fs21 on}{\b0 \fs21 the}{\b0 \fs21 basis}{\b0 \fs21 of}{\b0 \fs21 questionnaire}{\b0 \fs21 survey.}{\b0 \fs21 Author}{\b0 \fs21 does}{\b0 \fs21 not}{\b0\fs21 feel}{\b0 \fs21 the}{\b0 \fs21 need }

\par}{\phpg\posx1440\pvpg\posy9624\absw9560\absh3095 \sl-319 \b \f20 \fs25 \cf0{\b0 \fs21 to}{\b0 \fs21 establish}{\b0 \fs21 a}{\b0 \fs21 separate}{\b0 \fs21 chapter}{\b0 \fs21 for}{\b0 \fs21 data}{\b0 \fs21 presentation}{\b0 \fs2


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1 (as}{\b0 \fs21 suggested}{\b0 \fs21 by}{\b0 \fs21 the}{\b0 \fs21 opponent)}{\b0 \fs21 because }\par}{\phpg\posx1440\pvpg\posy9624\absw9560\absh3095 \sl-316 \b \f20 \fs25 \cf0{\b0 \fs21 necessary}{\b0 \fs21 data}{\b0 \fs21 tables}{\b0 \fs21 are}{\b0\fs21 already}{\b0 \fs21 placed}{\b0 \fs21 in}{\b0 \fs21 Appendix}{\b0\fs21 III.}{\b0 \fs21 So,}{\b0 \fs21 analysis}{\b0 \fs21 and}{\b0 \fs21

results}{\b0 \fs21 are }

\par}{\phpg\posx1440\pvpg\posy9624\absw9560\absh3095 \sl-316 \b \f20 \fs25 \cf0{\b0 \fs21 discussed}{\b0 \fs21 in}{\b0 \fs21 the}{\b0 \fs21 text.}{\b0 \fs21 Conclusions}{\b0 \fs21 are}{\b0 \fs21 drawn}{\b0 \fs21and}{\b0 \fs21 there}{\b0 \fs21 are}{\b0 \fs21 suggested}{\b0 \fs21

necessary }\par}{\phpg\posx1440\pvpg\posy9624\absw9560\absh3095 \sl-317 \b \f20 \fs25 \cf0{\b0 \fs21 recommendations}{\b0 \fs21 in}{\b0 \fs21 chapter}{\b0 \fs21 5,}{\b0 \fs21 whereas}{\b0 \fs21 chapter}{\b0 \fs21 6}{\b0 \fs21 contains}{\b0 \fs21 the}{\b0 \fs21 references. }\par}{\phpg\posx5842\pvpg\posy15724\absw316\absh198 \f10 \fs19 \cf0 \f10 \fs19 \cf0 12 \par

}\sect\sectd\pard\plain\pgwsxn11906\pghsxn16838{\phpg\posx1440\pvpg\posy938\absw2640\absh179 \f20 \fs16 \cf0 \f20 \fs16 \cf0 Key Account Management Practices \par}{\phpg\posx9489\pvpg\posy938\absw1035\absh179 \f20 \fs16 \cf0 \f20 \fs16 \cf0 Abdul Razzaq \par}{\phpg\posx1440\pvpg\posy2240\absw9671\absh7345 \b \f20 \fs28 \cf0 \fi2191 \b \f20 \fs28 \cf0 CHAPTER 2: METHODOLOGY\par}{\phpg\posx1440\pvpg\posy2240\absw9671\absh7345 \sl-453 \par\b \f20 \fs28 \cf0 {\fs25 2.1}{\fs25 Data}{\fs25 Collection }

\par}{\phpg\posx1440\pvpg\posy2240\absw9671\absh7345 \sl-302 \par\b \f20 \fs28 \cf0 {\b0 \fs21 There}{\b0 \fs21 are}{\b0 \fs21 two}{\b0 \fs21 types}{\b0 \fs21 of}{\b0 \fs21 sources}{\b0 \fs21 available}{\b0 \fs21 for}{\b0 \fs21 data}{\b0 \fs21 collection}{\b0 \fs21 regarding}{\b0 \fs21 research}{\b0 \fs21 purpose: }\par}{\phpg\posx1440\pvpg\posy2240\absw9671\absh7345 \sl-275 \b \f20 \fs28 \cf0{\b0 \fs21 primary}{\b0 \fs21 and}{\b0 \fs21 secondary}{\b0 \fs21 data.}{\b0\fs21 In}{\b0 \fs21 this}{\b0 \fs21 research}{\b0 \fs21 study,}{\b0 \fs21 both}{\b0 \fs21 primary}{\b0 \fs21 and}{\b0 \fs21 secondary}{\b0 \fs21 sources}{\b0 \fs21 are }\par}{\phpg\posx1440\pvpg\posy2240\absw9671\absh7345 \sl-276 \b \f20 \fs28 \cf0{\b0 \fs21 utilized.}{\b0 \fs21 Secondary}{\b0 \fs21 data}{\b0 \fs21 is}{\b0 \fs21 obtained}{\b0 \fs21 from}{\b0 \fs21 the}{\b0 \fs21 books,}{\b0\fs21 journal}{\b0 \fs21 articles}{\b0 \fs21 and}{\b0 \fs21 internet}{\b0 \fs21 while }\par}{\phpg\posx1440\pvpg\posy2240\absw9671\absh7345 \sl-275 \b \f20 \fs28 \cf0{\b0 \fs21 primary}{\b0 \fs21 source}{\b0 \fs21 depends}{\b0 \fs21 on}{\b0 \fs21 the}{\b0 \fs21 questionnaire}{\b0 \fs21 survey.}{\b0 \fs21 The}{\b0 \fs21 author}{\b0 \fs21 depends}{\b0 \fs21 on}{\b0 \fs21 both}{\b0 \fs21 the}{\b0 \fs21 sources }\par}{\phpg\posx1440\pvpg\posy2240\absw9671\absh7345 \sl-276 \b \f20 \fs28 \cf0{\b0 \fs21 for}{\b0 \fs21 theoretical}{\b0 \fs21 and}{\b0 \fs21 empirical}{\b0 \fs21 data.}{\b0 \fs21 As}{\b0 \fs21 there}{\b0 \fs21 is}{\b0 \fs21

very}{\b0 \fs21 rare}{\b0 \fs21 published}{\b0 \fs21 material}{\b0 \fs21 available}{\b0 \fs21 about }

\par}{\phpg\posx1440\pvpg\posy2240\absw9671\absh7345 \sl-275 \b \f20 \fs28 \cf0{\b0 \fs21 home}{\b0 \fs21 appliance}{\b0 \fs21 market}{\b0 \fs21 in}{\b0 \fs21 Pakistan,}{\b0 \fs21 so}{\b0 \fs21 author}{\b0 \fs21 have}{\b0 \fs21 to}


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{\b0 \fs21 depend}{\b0 \fs21 on}{\b0 \fs21 questionnaire}{\b0 \fs21 survey}{\b0 \fs21 results }\par}{\phpg\posx1440\pvpg\posy2240\absw9671\absh7345 \sl-276 \b \f20 \fs28 \cf0{\b0 \fs21 for}{\b0 \fs21 empirical}{\b0 \fs21 data. }\par}{\phpg\posx1440\pvpg\posy2240\absw9671\absh7345 \sl-379 \par\b \f20 \fs28 \cf0 {\fs21 2.1.1}{\fs21 Primary}{\fs21 data }\par}{\phpg\posx1440\pvpg\posy2240\absw9671\absh7345 \sl-292 \par\b \f20 \fs28 \

cf0 {\b0 \fs21 As}{\b0 \fs21 discussed}{\b0 \fs21 by}{\b0 \fs21 Yanni}{\b0\fs21 &}{\b0 \fs21 Shishhang}{\b0 \fs21 (2005),}{\b0 \fs21 primary}{\b0\fs21 data}{\b0 \fs21 is}{\b0 \fs21 the}{\b0 \fs21 "data}{\b0 \fs21 collected}{\b0 \fs21 through }\par}{\phpg\posx1440\pvpg\posy2240\absw9671\absh7345 \sl-276 \b \f20 \fs28 \cf0{\b0 \fs21 original}{\b0 \fs21 research}{\b0 \fs21 pertaining}{\b0 \fs21 to}{\b0 \fs21 the}{\b0 \fs21 particular}{\b0 \fs21 research}{\b0 \fs21 q}{\b0 \fs21 uestion}{\b0 \fs21 asked."}{\b0 \fs21 According}{\b0 \fs21 to}{\b0 \fs21 Kotler }\par}{\phpg\posx1440\pvpg\posy2240\absw9671\absh7345 \sl-276 \b \f20 \fs28 \cf0{\b0 \fs21 (Kotler,}{\b0 \fs21 P.1996,}{\b0 \fs21 Marketing}{\b0 \fs21 management:}{\b0 \fs21 analysis,}{\b0 \fs21 planning,}{\b0 \fs21 implementati

on}{\b0 \fs21 and}{\b0 \fs21 control, }\par}{\phpg\posx1440\pvpg\posy2240\absw9671\absh7345 \sl-275 \b \f20 \fs28 \cf0{\b0 \fs21 9ed.),}{\b0 \fs21 "the}{\b0 \fs21 data}{\b0 \fs21 needed}{\b0 \fs21 by}{\b0 \fs21 researcher}{\b0 \fs21 might}{\b0 \fs21 not}{\b0 \fs21

exist,}{\b0 \fs21 or}{\b0 \fs21 the}{\b0 \fs21 existing}{\b0 \fs21 data}{\b0 \fs21 might}{\b0 \fs21 be}{\b0 \fs21 dated, }\par}{\phpg\posx1440\pvpg\posy2240\absw9671\absh7345 \sl-276 \b \f20 \fs28 \cf0{\b0 \fs21 inaccurate,}{\b0 \fs21 incomplete,}{\b0 \fs21 or}{\b0 \fs21 unreliable.}{\b0 \fs21 In}{\b0 \fs21 this}{\b0 \fs21 case}{\b0 \fs21 the}{\b0 \fs21 researcher}{\b0 \fs21 will}{\b0 \fs21 have}{\b0 \fs21 to}{\b0 \fs21 collect}{\b0 \fs21 primary }\par}{\phpg\posx1440\pvpg\posy2240\absw9671\absh7345 \sl-276 \b \f20 \fs28 \cf0{\b0 \fs21 data}{\b0 \fs21 at}{\b0 \fs21 greater}{\b0 \fs21 cost}{\b0 \fs2

1 and}{\b0 \fs21 longer}{\b0 \fs21 delay}{\b0 \fs21 but}{\b0 \fs21 probably}{\b0 \fs21 with}{\b0 \fs21 more}{\b0 \fs21 relevance}{\b0 \fs21 and}{\b0 \fs21 accuracy."}{\b0 \fs21 The }\par}{\phpg\posx1440\pvpg\posy2240\absw9671\absh7345 \sl-276 \b \f20 \fs28 \cf0{\b0 \fs21 process}{\b0 \fs21 of}{\b0 \fs21 Primary}{\b0 \fs21 data}{\b0 \fs21 collection}{\b0 \fs21 may}{\b0 \fs21 involve}{\b0 \fs21 some}{\b0 \fs21 disadvantages}{\b0 \fs21 or}{\b0 \fs21 problems}{\b0 \fs21 (Ghauri,}{\b0 \fs21 P. }\par}{\phpg\posx1440\pvpg\posy2240\absw9671\absh7345 \sl-276 \b \f20 \fs28 \cf0{\b0 \fs21 &}{\b0 \fs21 Gronhaug,}{\b0 \fs21 K.}{\b0 \fs21 2005);}{\b0 \fs21 long}{\b0 \fs21 time}{\b0 \fs21 &}{\b0 \fs21 cost}{\b0 \fs21 required}{\b0 \fs21 and}{\b0 \fs21 difficult}{\b0 \fs21 to}{\b0 \fs21get}{\b0 \fs21 access}{\b0 \fs21 to}{\b0 \fs21 the }\par}{\phpg\posx1440\pvpg\posy2240\absw9671\absh7345 \sl-276 \b \f20 \fs28 \cf0{\b0 \fs21 respondents,}{\b0 \fs21 careful}{\b0 \fs21 application}{\b0 \fs21of}{\b0 \fs21 tools}{\b0 \fs21 &}{\b0 \fs21 methods}{\b0 \fs21 for}{\b0 \fs21 analysis,}{\b0 \fs21 and}{\b0 \fs21 quality}{\b0 \fs21 of}{\b0 \fs21 information }\par}{\phpg\posx1440\pvpg\posy2240\absw9671\absh7345 \sl-276 \b \f20 \fs28 \cf0{\b0 \fs21 may}{\b0 \fs21 effect}{\b0 \fs21 due}{\b0 \fs21 to}{\b0 \fs21 ability}{\b0 \fs21 of}{\b0 \fs21 respondents. }\par}{\phpg\posx1440\pvpg\posy2240\absw9671\absh7345 \sl-276 \b \f20 \fs28 \cf0{\b0 \fs21 There}{\b0 \fs21 are}{\b0

Key Account Management Practices In Home Appliance IndustryThesis[1]

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