marketing công nghiệp

Chương 1 Giới thiệu Marketing Công nghiệp www.dinhtienminh.net Th.S Đinh Tiên Minh Trường ĐHKT TPHCM Khoa Thương Mại – Du Lịch – Marketing Mục tiêu Hiểu rõ thị trường công nghiệp và Mar

Chương 1 Giới thiệu Marketing Công nghiệp

www.dinhtienminh.net

Th.S Đinh Tiên Minh Trường ĐHKT TPHCM Khoa Thương Mại – Du Lịch – Marketing

Mục tiêu

Hiểu rõ thị trường công nghiệp và Marketing

công nghiệp là gì.

Phân biệt được những điểm khác nhau giữa

B2B và B2C.

Hiểu được những loại hình nhu cầu của thị

Th.S Đinh Tiên Minh

Nội dung

1.1 Khái niệm thị trường công nghiệp

1.2 Khái niệm Marketing công nghiệp

1.3 Nhu cầu thị trường công nghiệp

3

1.1 Khái niệm thị trường công nghiệp

 Thị trường công nghiệp là gì?

 Tất cả các tổ chức mua hàng hóa và dịch vụ để sử

dụng cho việc tạo ra hàng hoá và dịch vụ của

chính họ

Krishna K Havaldar (2010), Business Marketing, McGraw Hill, 3rd edition, p1.

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1.1 Concepts of Business Market (cont’)

 Business organizations include:

 Commercial market

 Trade industries

 Government

 Public and private institutions

 Characteristics of Industrial Market:

 Geographic market concentration

 Sizes and number of buyers

 The purchase decision process

 Buyer-seller relationships

1.1 Concepts of Business Market (cont’)

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 Customer value in Business Markets:

 The economic, technical, service and social benefits

received by a customer firm in exchange for the

price paid for the product or service offering.

Anderson and Narus, Business Market Management, Pearson Education,

2 nd edition, p5-9.

 A ratio between what the customer gets (functional

and emotional benefits) and what he gives

(monetary, time, energy cost).

Philip Kotler, Marketing Management, Prentice Hall India, 11th edition,

p11-12.

1.1 Concepts of Business Market (cont’)

 What is Business Marketing?

1.2 Concepts of Business Marketing

Th.S Đinh Tiên Minh 9

 What is Business Marketing? (cont’)

 Organizational sales and purchases of goods and

services to support production of other products, to

facilitate daily company operations, or for resale

 Companies also buy services, such as legal,

accounting, office-cleaning, and other services

Lau Geok Theng (2007), Business Marketing – An Asian Perspective,

McGraw Hill, p3.

1.2 Concepts of Business Marketing (cont’)

 Differences between B2B & B2C Marketing:

1.2 Concepts of Business Marketing (cont’)

 Differences between B2B & B2C Marketing:

Th.S Đinh Tiên Minh

11

Krishna K Havaldar (2010), Business Marketing, McGraw Hill, 3rd edition, p5.

1.2 Concepts of Business Marketing (cont’)

 Differences between B2B & B2C distribution

channels:

1.2 Concepts of Business Marketing (cont’)

 Differences between B2B & B2C distribution

channels (cont’):

Th.S Đinh Tiên Minh

13

Krishna K Havaldar (2010), Business Marketing, McGraw Hill, 3rd edition, p7.

1.2 Concepts of Business Marketing (cont’)

1.3 Demands of Business Market

 The demand for industrial products and

services does not exist by itself, but it may be:

Th.S Đinh Tiên Minh 15

 Derived demand

chips is derived from demand for personal

computers

1.3 Demands of Business Market (cont’)

 Volatile demand

reduced if demand for gasoline slows

1.3 Demands of Business Market (cont’)

Th.S Đinh Tiên Minh 17

 Joint demand

construction will affect concrete market

1.3 Demands of Business Market (cont’)

 Inelastic demand

buy more lumber if prices fall unless overall

housing demand also increases

1.3 Demands of Business Market (cont’)

Th.S Đinh Tiên Minh 19

 Inventory adjustments

 Just-In-Time (JIT) inventory policies boost

efficiency by cutting inventory and requiring

vendors to deliver inputs as they are needed

 Inventory adjustments are also vital to wholesalers

and retailers

1.3 Demands of Business Market (cont’)