Basic Marketing – Chapter 07 Supplementary PowerPoint Archive This is an archive of photos and...
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Transcript of Basic Marketing – Chapter 07 Supplementary PowerPoint Archive This is an archive of photos and...
Basic Marketing – Chapter 07Supplementary PowerPoint Archive
This is an archive of photos and exhibits from the text and additional graphics and exhibits as referenced in the Basic Marketing Multimedia Lecture Guides.
See the Basic Marketing Multimedia Lecture Support Package for additional detail and teaching suggestions.
For use only with Perreault/Cannon/McCarthy. These images may not be redistributed or used for any other purpose without permission of the publisher, McGraw-Hill/Irwin, The McGraw-Hill Companies, Inc.
McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.
John Deere opening photo7-2
Exhibit 7-1: Understanding Business and Organizational Customers for Marketing Strategy Planning
7-3
Kyocera ad
7-4
Michelin ad
7-5
IBM ad
7-6
Climbing gear photo7-7
Buying Center photo7-8
Exhibit 7-2: Multiple Influence and Roles in the Buying Center
7-9
Business Objects ad
7-10
AirTran ad
7-11
Exhibit 7-3: Overlapping Needs of Individual Influencers and the Customer Organization
7-12
Eastman Tritan ad
7-13
Exhibit 7-4: Organizational Buying Processes
7-14
California Dept. of
Transportation ad
7-15
Liberty Mutual and Rockwell
International ads
7-16
Exhibit 7-6: Key Dimensions of Relationships in Business Markets
7-17
CDW ad
7-18
Exhibit 7-7: Size Distribution of Manufacturing Establishments
7-19
Alcoa Aluminum photos7-20
Exhibit 7-8: Illustrative NAICS Code Breakdown for Apparel Manufacturers
7-21
Capital One ad
targeting small
business
7-22
Shell ad
7-23
Diamond Crystal ad
7-24
Caterpillar ad
7-25
ESS ad
7-26
John Deere photo 7-27
Examples of Different Types of Business and Organizational Customers
7-28
Organization Buying Focuses on Value
Vendor analysis is likely to be more formal Written specifications often spell out needs
Focus on economic criteria, including Quality (including ISO 9000 certification)
Total costs to purchase and use
Reliability
Value in use
Including consideration of what related costs are reduced by using the product instead of some alternative
Savings possible via e-commerce
and the like …
7-29
Sharp ad
7-30
Nutrasweet ad
7-31
Buying Center
Business purchases often involve multiple influence
Buying center—all people who participate in or influence a particular purchase
Buying center varies from purchase to purchase
Does not appear on the organizational chart
Structure may be formal or informal
7-32
Retail Chain’s Statement of Policy Concerning Gifts
To: Our Manufacturers and Suppliers
Re: Statement of Policy Concerning Gifts
The holiday season is a happy time when custom suggests we share gifts and remembrances with friends and associates. The joy and goodwill of the holiday spirit brings us all a little closer together, and for that we are thankful.
However, a (store name) associate who accepts a gift or gratuity from a supplier or vendor during any season violates (store name) policies and procedures. Please save us both embarrassment by not sending any (store) associate gifts this holiday season. Regardless of the intent, the gift cannot be accepted and will have to be returned.
If you feel the spirit of the season compels you to do something, we suggest that you make a charitable donation to your favorite charity in the name of your friend.
Thank you for your understanding and compliance.
Best wishes for a happy holiday season and a prosperous New Year.
(signed)
President
7-33
Yellow and Canon ads
7-34
Three Kinds of Organizational Buying Processes
New-task buying
a firm has a new need and the buyer wants a great deal of information
Modified rebuy
the in-between process where some review of the buying situation is done—though not as much as in new-task buying
Straight rebuy
a routine repurchase that may have been made many times before
7-35
Internet E-Commerce Reshaping B2B Markets
Both B2B marketers and business customers are turning to the Internet to speed up the flow of market information and to make the market matching process more efficient. Impact is across industries & vertical channel levels in the value
adding process (producer, wholesaler, etc.) Significant factor in opening up some markets to global competition
A variety of special types of websites have come on the scene Examples: Procurement hubs, collaboration hubs, seller sites,
exchanges, etc. Competition among similar websites is still shaking out and in the
process causing some uncertainty, inefficiency, and expense.
7-36
National.com website series of photos 7-37
eBay e-commerce
ad
7-38
Businesspeople in Hong Kong photo 7-39
North American Industry Classification System Codes
NAICS—new system of number codes that groups firms in similar lines of business
Most government data is now being organized by NAICS codes
Replacing the older Standard Industrial Classification (SIC) codes SIC codes are still prominent in most published government
reports because of lag times in publication
Much detail is available Two digit codes are the most general
Additional digits add more details (i.e., six digit codes are the most detailed)
7-40
Producers of Services
Geographically spread out
Growing in number
Buying may be informal
Government data is incomplete
7-41
Government Market
Government units Federal government
State governments
Local governments
Foreign countries
Bid buying and negotiated contracts
Sources of information Commerce Business Daily
A variety of Internet websites
Small Business Administration
Government purchasing departments
7-42
Organizational
Customers Are
Different
7-43