MARKETING MANAGEMENT 13 th edition 8 Identifying Market Segments and Targets KotlerKeller.
MARKETING MANAGEMENT 12 th edition
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Transcript of MARKETING MANAGEMENT 12 th edition
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?
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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?
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Organizational Buying
Decision-making process by whichformal organizations establish theneed for purchased products and
services, and identifyevaluate, and choose among
alternative brands and suppliers.
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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
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Buying Situation
Straight rebuy Modified rebuy New task
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The Buying Center
Initiators Users Influencers Deciders Approvers Buyers Gatekeepers
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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?
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Types of Business Customers
Price-oriented Solution-oriented
Gold-standard Strategic-value
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Handling Price-Oriented Customers
Limit quantity purchased Allow no refunds Make no adjustments Provide no services
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Purchasing Orientations
Buying Procurement Supply chain management
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Product-Related Purchasing Processes
Routine products Leverage products Strategic products Bottleneck products
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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
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Forms of Electronic Marketplaces
Catalog sites Vertical markets Pure play auction sites Spot markets Private exchanges Barter markets Buying alliances
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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
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Order Routine Specification and Inventory Stockless purchase plans Vendor-managed inventory Continuous replenishment
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Desirable Outcomes of a B2B transaction: OTIFNE
On time In full No error
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Establishing Corporate Credibility
Expertise Trustworthiness Likeability
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Factors Affecting Buyer-Supplier Relationships Availability of alternatives Importance of supply Complexity of supply Supply market dynamism
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Categories of Buyer-Seller Relationships
Basic buying and selling
Bare bones Contractual
transaction Customer supply
Cooperative systems Collaborative Mutually adaptive Customer is king
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Opportunism
Some form of cheating orundersupply relative to animplicit or explicit contract.