chapter 6 business marketing. business to business marketing marketing aimed at bringing about an...
TRANSCRIPT
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Chapter 6Business Marketing
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Business to Business Marketing
Marketing Aimed at bringing about an exchange in which a product or service is sold for any use other than personal consumption.
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Business Products:
Are used to manufacture other products
Become part of another product
Aid the normal operations of an organization
Are acquired for resale without change in form
Business ProductsThe key is intended use.
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Business Marketing on the InternetMeasuring On-Line Success
RecencyFrequencyMonetary Value
Stickiness = Frequency X Duration X Site Reach
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Disintermediation
Elimination of intermediaries from the distribution channel
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Why do Businesses Form Relationships with Their Customers?More profitable May create
competitive advantage
Partnerships may create win-win situations
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Strategic AlliancesLicensingDistribution
agreementsJoint VenturesConsortiaKeiretsu
Alliances form between all types of companies
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Major Categories of Business Customers
Producers
Resellers
Governments
Institutions
OEMs, Growers, Extractors
WholesalersRetailers
FederalMunicipalLocalSchools Hospitals CollegesChurches Unions Fraternal groupsCivic Clubs FoundationsNonbusiness organizations
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NAICSNAICS
NAICS
A detailed numbering system developed by the U.S., Canada, and Mexico to classify North American business establishments by their main production processes.
North American Industry
Classification System
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Provides a common industry classification system
Valuable tool for marketers in analyzing, segmenting, and targeting markets
Data can be used to determine:
– Number, size, and geographic dispersion of firms
– Market potential / market share estimates
– Sales forecasts– New customer identification
NAICS
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What Makes Business Markets Different From Consumer Markets?Demand
Derived DemandInelastic DemandJoint DemandFluctuating Demand
Purchase Volume
Number of Customers
Location of Buyers
Use of Leasing
Primary Promotional Method
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Major EquipmentMajor Equipment
Accessory EquipmentAccessory Equipment
Raw MaterialsRaw Materials
Component PartsComponent Parts
Processed MaterialsProcessed Materials
SuppliesSupplies
Business ServicesBusiness Services
Types of Business Products
Online
http://www.sysco.com
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BuyingCenter
InfluencersUsers
Gatekeepers Deciders
Purchasers
6-4
Exhibit 6-2
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ProductProductQualityQuality
RelatedRelatedServicesServices
PricePrice
Delivery &Delivery &InventoryInventory
BottomBottomLineLine
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New BuyNew BuyA situation requiring the purchase of a product for the first time.
A situation requiring the purchase of a product for the first time.
ModifiedRebuy
ModifiedRebuy
A situation where the purchaser wants some change in the original good or service.
A situation where the purchaser wants some change in the original good or service.
StraightRebuy
StraightRebuy
A situation in which the purchaser reorders the same goods or services without looking for new information or investigating other suppliers.
A situation in which the purchaser reorders the same goods or services without looking for new information or investigating other suppliers.
Buying Situations