admn 4356 introduction to b2b marketing
DESCRIPTION
TRANSCRIPT
Industrial Organizational
Marketing
An Introduction
Presented by Lindsey Fair
capabilities of supplier+
client objectives
=customer value
A little bit like a matchmaker…
PRODUCT PLACEPROMOTION
PRICE PEOPLE
The 5 P’s of
Marketing
PRODUCT
Core Product+ Financing Terms+ Delivery Options= “Total Offering”
PRICEPrice is the measure of value exchanged and is
determined by the market—not by costs.
PLACEformtimepossessionplace
PROMOTION
Advertising
Monologue Communication
Brief
Selling
Dialogue Communication
Boxers
DERIVEDDEMAND
Nothing happens unless consumer buys something
BULLWHIPEFFECT
If consumer demand drops, the order rate
also drops.
EVALUATED PRICE
Total cost of owning this fridge?
TOTAL OFFERING