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A Business Marketing Perspective

Explore the fundamentals of business markets, including B2B versus B2C, characteristics, value propositions, supply chain management, and classifying goods.

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A Business Marketing Perspective

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  1. A Business Marketing Perspective Chapter 1

  2. What are Business Markets? • “Markets for products and services, local to international, bought by businesses, government bodies, and institutions for incorporation, for consumption, for use, or for resale.”

  3. Business Marketing Management • B2B vs. B2C • Do firms have to be one or the other? • Which is larger? • What’s the difference? • Business Consumers • Commercial enterprises • Institutions • Government Source: http://sarfarazshaikh.com/b2b-to-b2c-e-commerce/

  4. Business Markets v. Consumer Markets • Market-driven firms • Characteristics • Place customers’ needs first • Know the environment • Coordinated use of inter-functional resources • Capabilities • Market-sensing capabilities • Customer-linking capability

  5. What Do Business Marketing Managers Do? • Partner for Increased Value • Create a Value Proposition • How? • What is a value proposition? • Customer solutions

  6. MKT v. “Those Other Guys” • Finance • Accounting • Logistics • Customer service • R&D • Procurement • Manufacturing

  7. Characteristics of B2B • Derived Demand • Fluctuating Demand • Stimulating Demand • Price Sensitivity • Global Marketing Perspective Source: https://postcron.com/en/blog/b2b-marketing-and-b2c-marketing/

  8. B2B v. B2C

  9. Relationship Marketing • What is it? Source: https://blog.drift.com/relationship-marketing/

  10. The Supply Chain • “A technique for linking a manufacturer’s operations with those of its suppliers, intermediaries, and customers to increase effectiveness and efficiency.” • Shifts in SCM • Cespedes’ “concurrent marketing”

  11. Commercial Enterprises • Types • Users • Original Equipment Manufacturers (OEMs) • Dealers & Distributors • Understand buying intentions

  12. Classifying Goods for the Business Market • Entering Goods • Raw materials • Manufactured materials and parts • Foundation Goods • Installations • Accessory goods • Facilitating Goods • Supplies • Services • Maintenance and repair support • Advisory support

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