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MARKETING MANAGEMENT 12 th edition

Learn about key concepts in business market analysis, including the decision-making process, buying situations, and relationship-building strategies with customers. Explore the role of various participants in the buying center and different purchasing orientations. Discover effective sales strategies and methods of e-procurement. Gain insights into assessing customer value, establishing credibility, and managing buyer-supplier relationships. Dive into the dynamics of B-to-B marketing and its relation to consumer behavior principles.

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MARKETING MANAGEMENT 12 th edition

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  1. MARKETING MANAGEMENT12th edition 7 Analyzing Business Markets Kotler Keller

  2. Chapter Questions • What is the business market, and how does it differ from the consumer market? • What buying situations do organizational buyers face? • Who participates in the business-to-business buying process?

  3. Chapter Questions • How do business buyers make their decisions? • How can companies build strong relationships with business customers? • How do institutional buyers and government agencies do their buying?

  4. SAP’s software applications automate business functions

  5. Organizational Buying Decision-making process by which formal organizations establish the need for purchased products and services, and identify, evaluate, and choose among alternative brands and suppliers.

  6. Fewer, larger buyers Close supplier-customer relationships Professional purchasing Many buying influences Multiple sales calls Derived demand Inelastic demand Fluctuating demand Geographically concentrated buyers Direct purchasing Characteristics of Business Markets

  7. Buying Situation Straight rebuy Modified rebuy New task

  8. Systems Buying and Selling Turnkey solution desired; Bids solicited System subcomponents assembled Prime Contractors Second-tier Contractors

  9. The Buying Center Initiators Users Influencers Deciders Approvers Buyers Gatekeepers

  10. Of Concern to Business Marketers • Who are the major decision participants? • What decisions do they influence? • What is their level of influence? • What evaluation criteria do they use?

  11. Sales Strategies Key Buying Influencers Small Sellers Multilevel In-depth Selling Large Sellers

  12. Types of Business Customers Price- oriented Solution- oriented Gold- standard Strategic- value

  13. Handling Price-Oriented Customers Limit quantity purchased Allow no refunds Make no adjustments Provide no services

  14. Kodak offers services that streamline processes for hospital administrators

  15. Purchasing Orientations Buying Procurement Supply Chain Management

  16. Product-Related Purchasing Processes Routine products Leverage products Strategic products Bottleneck products

  17. Table 7.1 Buy-grid Framework

  18. Figure 7.1 Organizational Buying Behavior in Japan

  19. Methods of e-Procurement • Websites organized using vertical hubs • Websites organized using functional hubs • Direct extranet links to major suppliers • Buying alliances • Company buying sites

  20. Forms of Electronic Marketplaces • Catalog sites • Vertical markets • Pure play auction sites • Spot markets • Private exchanges • Barter markets • Buying alliances

  21. Table 7.2 Vendor Analysis

  22. Internal engineering assessment Field value-in-use assessment Focus-group value assessment Direct survey questions Conjoint analysis Benchmarks Compositional approach Importance ratings Assessing Customer Value

  23. Order Routine Specification and Inventory Stockless purchase plans Vendor-managed inventory Continuous replenishment

  24. Desirable Outcomes of a B2B transaction: OTIFNE OT On time IF In full NE No error

  25. Establishing Corporate Credibility Expertise Trustworthiness Likeability

  26. Factors Affecting Buyer-Supplier Relationships Availability of alternatives Importance of supply Complexity of supply Supply market dynamism

  27. Basic buying and selling Bare bones Contractual transaction Customer supply Cooperative systems Collaborative Mutually adaptive Customer is king Categories of Buyer-Seller Relationships

  28. Opportunism Some form of cheating or undersupply relative to an implicit or explicit contract.

  29. Aramark successfully services institutional and government markets

  30. Marketing Debate • How different is B-to-B Marketing? Take a position: • B-to-B requires special, unique marketing concepts and principles. 2. B-to-B is really not that different; basic marketing concepts apply.

  31. Marketing Discussion • How might we apply the consumer behavior topics from Chapter 6 to B-to-B settings?

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