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A Business Marketing Perspective

A Business Marketing Perspective. Chapter 1. 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.”. Business Marketing Management.

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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

  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

  8. B2B v. B2C

  9. Relationship Marketing • What is it?

  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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