kotler mm14 ch07_dppt
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Marketing Management by Kotler and Keller.TRANSCRIPT
Kotler • KellerPhillip Kevin Lane
Marketing Management • 14e
Analyzing Business Markets
Chapter 7
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Discussion Questions
1. What is the business market, and how does it differ from the consumer market?
2. What buying situations do organizational buyers face?
3. Who participates in the B2B buying process?
4. How do business buyers make their decisions?
5. How can companies build strong relationships with business customers?
6. How do institutional buyers and government agencies do their buying?
Defined
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The 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.
-- F. Webster Jr and Y. Wind
Organizational Buying
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Business Markets
Agriculture
Communications
Banking & Finance
Transportation & Distribution
Construction
ForestryManufacturing
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Business Markets
• Understanding deep customer needs
• Identify areas for growth
• Improving value management techniques
• Calculating better marketing metrics
• Competing and growing in global markets
• Countering product commoditization
• Gain support for the marketing concept
Similarities to the Consumer Market
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Business Markets
Professional Buyers
Geographically Concentrated
Multiple Sales Calls
Differences to the Consumer Market
Personal Relationships
Fewer, Larger Buyers
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Business Markets
Demand•Derived•Inelastic•Fluctuating
Derived Demand
Differences to the Consumer Market
Fluctuating Demand
Inelastic Demand
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Buying Situations
Straight Rebuy New Task
Modified Rebuy
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Systems Buying and Selling
Buyer
Prime Contractor
Second-tier Contractors
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Business Buying Participants
Influencer
Buyers Gatekeeper
DeciderInitiator/Users
Approver
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Buying Center Influences
Participants differ by:• Interest• Authority• Status• Persuasiveness• Decision criteria
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Targeting Firms and Buying Centers
Who to target?
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Purchasing/Procurement Process
Diverse supplier base
Benefits vs. Costs
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Stages in the Buying Process
Description and Characteristics
Order Specification
Performance Review
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Stages in the Buying Process
Internal stimuli
•New product being developed
•Broken machine
•Low stock level
External stimuli
•Trade show visit
•Advertisement
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Stages in the Buying Process
Technical specifications• Reliability
• Durability
• Price
Description and Characteristics
Product value analysis
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Stages in the Buying Process
Trade directories
Trade advertisements
Trade shows
E-Procurement Lead generation
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Stages in the Buying Process
Formal presentation
Written
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Stages in the Buying Process
Supplier-evaluation model
Number of suppliers
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Order Specification
Stages in the Buying Process
Technical specifications
Quantity
Delivery time
Return policy
Warranties
Stockless purchase
plan
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Stages in the Buying Process
End user evaluations
Weighted-score
method
Performance Review
7 9 4
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Buyclasses
New Task Modified Rebuy
Straight Rebuy
1. Problem Recognition Yes Maybe No2. General need description Yes Maybe No3. Product specification Yes Yes Yes4. Supplier search Yes Maybe No5. Proposal solicitation Yes Maybe No6. Supplier Selection Yes Maybe No7. Order-routine specification Yes Maybe No8. Performance review Yes Yes Yes
Buygrid FrameworkBu
ypha
ses
Table 7.1
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Managing B2B Relationships
One-to-one Marketing
Online social media
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Managing B2B Relationships
Vertical Coordination
Relationship FactorsAvailability of alternativesImportance of supplyComplexity of supplySupply market dynamism
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Buyer-Seller Relationship Categories
Customer is king
Collaborative
Mutually adaptiveContractual transaction
Cooperative systems
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Institutional and Governments Markets
Schools
Hospitals
Prisons
Government agencies