chapter 7 analyzing business markets

Chapter 7 analyzing business markets, Marketing Management, Philip Kotler, 14th edition, 2012. Bài giảng giáo trình quản lý marketing của Philip Kotler. Lý thuyết kèm các case study minh họa cho bài giảng.

Kotler • Keller Phillip Kevin Lane

Marketing Management • 14e

Analyzing Business Markets

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?

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

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

Business Markets

Professional

Buyers

Geographically Concentrated

Multiple Sales Calls

Differences to the Consumer Market

Personal Relationships Fewer, Larger

Buyers

Buying Situations

Straight Rebuy New Task

Modified Rebuy

Systems Buying and Selling

Business Buying Participants

Influencer

Buyers Gatekeeper

Decider Initiator/

Users

Approver

Buying Center Influences

Participants differ by:

Targeting Firms and Buying Centers

Who to target?

Purchasing/Procurement Process

Diverse supplier base

Benefits vs Costs

Stages in the Buying Process

Supplier Selection

Order Specification Performance

Review

Stages in the Buying Process

Problem

Recognition Internal stimuli

• New product being developed

Stages in the Buying Process

Stages in the Buying Process

Trade directories Trade advertisements Trade shows

Supplier

Search

E-Procurement Lead generation

Supplier

Selection

Stages in the Buying Process

Supplier-evaluation model Number of suppliers

Order

Specification

Stages in the Buying Process

Technical specifications Quantity

Delivery time Return policy Warranties

Stockless purchase plan

Stages in the Buying Process

End user evaluations

New Task Modified

Rebuy

Straight Rebuy

1 Problem Recognition Yes Maybe No

2 General need description Yes Maybe No

3 Product specification Yes Yes Yes

4 Supplier search Yes Maybe No

5 Proposal solicitation Yes Maybe No

6 Supplier Selection Yes Maybe No

7 Order-routine specification Yes Maybe No

8 Performance review Yes Yes Yes

Managing B2B Relationships

One-to-one Marketing

Online social media

Managing B2B Relationships

Vertical Coordination

Relationship Factors

Availability of alternatives Importance of supply Complexity of supply Supply market dynamism

Buyer-Seller Relationship Categories

Customer is king

Collaborative

Mutually adaptive Contractual transaction

Cooperative systems

Institutional and Governments Markets

Schools

Hospitals

Prisons

Government agencies