marketing management chapter questions file• what buying situations do organizational buyers face?...
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MARKETING MANAGEMENT12th edition
7 Analyzing
Business Markets
Kotler Keller 7-2
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?
7-3
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?
7-4
SAP’s software applications automate business functions
7-5
Organizational Buying
Decision-making process by whichformal organizations establish theneed for purchased products and
services, and identify,evaluate, and choose among
alternative brands and suppliers.
7-6
Characteristics of Business Markets
• 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
7-7
Buying Situation
Straight rebuy
Modified rebuy
New task
7-8
Systems Buying and Selling
Turnkey solution desired;
Bids solicited
PrimeContractors
Second-tierContractors
System subcomponents
assembled
7-9
The Buying Center
Initiators
Users
Influencers
Deciders
Approvers
Buyers
Gatekeepers
7-10
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?
7-11
Sales Strategies
Small Sellers
Large Sellers
Key Buying Influencers
MultilevelIn-depthSelling
7-12
Types of Business Customers
Price-oriented
Gold-standard
Strategic-value
Solution-oriented
7-13
Handling Price-Oriented Customers
Limit quantity purchased
Allow no refunds
Make no adjustments
Provide no services
7-14
Kodak offers services that streamline processes for hospital administrators
7-15
Purchasing Orientations
Buying
Procurement
Supply Chain Management
7-16
Product-Related Purchasing Processes
Routine products
Leverage products
Strategic products
Bottleneck products
7-17
Table 7.1 Buy-grid Framework
7-18
Figure 7.1 Organizational Buying Behavior in Japan
7-19
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
7-20
Forms of Electronic Marketplaces
•Catalog sites•Vertical markets
•Pure play auction sites•Spot markets
•Private exchanges•Barter markets
•Buying alliances
7-21
Table 7.2 Vendor Analysis
7-22
Assessing Customer Value
• Internal engineering assessment
• Field value-in-use assessment
• Focus-group value assessment
• Direct survey questions
• Conjoint analysis• Benchmarks• Compositional
approach• Importance ratings
7-23
Order Routine Specification and Inventory
Stockless purchase plans
Vendor-managedinventory
Continuous replenishment
7-24
Desirable Outcomes of a B2B transaction: OTIFNE
OTOn time
NENo error
IFIn full
7-25
Establishing Corporate Credibility
Expertise
LikeabilityTrustworthiness7-26
Factors Affecting Buyer-Supplier Relationships
Availability of alternatives
Supply marketdynamism
Complexity ofsupply
Importance ofsupply
7-27
Categories of Buyer-Seller Relationships
• Basic buying and selling
• Bare bones• Contractual
transaction• Customer supply
• Cooperative systems• Collaborative• Mutually adaptive• Customer is king
7-28
Opportunism
Some form of cheating orundersupply relative to animplicit or explicit contract.
7-29
Aramark successfully services institutional and government markets
7-30
Marketing Debate
How different is B-to-B Marketing?
Take a position:1. B-to-B requires special, uniquemarketing concepts and principles.2. B-to-B is really not that different;basic marketing concepts apply.
7-31
Marketing Discussion
How might we apply the consumerbehavior topics from Chapter 6 toB-to-B settings?