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Analyzing Business Markets
Avian CoMay 12, 2010
AGSB - Marketing
7 Concepts in
Ateneo School of Medicine and Public Heath
Outline:
1. Getting to know the Business Market and the Buying Situations
2. How do business buyers make their decisions?
3. Building strong relationships with business customers.
Outline:Connecting with Customers…
Ateneo School of Medicine and Public Heath
Concept 1:
The Business Market where products are sold as part of another production process
Ateneo School of Medicine and Public Heath
Kotler: Texas Instruments, PPG Industries
Local: Leslie’s Corp., PLDT/SMART, Neo laptop
RP Medical Application: Hospital services, PhilHealth, Anti-rabies vaccine
Concept 1:
The Business Market where products/services are sold as part of another production process
Ateneo School of Medicine and Public Heath
Straight Rebuy
Modified Rebuy
New Task
Concept 2:
Buying Situationsaffects the buying requirements, the people involved, and the time required
Ateneo School of Medicine and Public Heath
Kotler: Orica Ltd.
Local: Light Railway Transit (LRT), Smartmatic PCOS
RP Medical Application: generic drugs, B Braun
Ateneo School of Medicine and Public Heath
Concept 2:
Buying Situationsaffects the buying requirements, the people involved, and the time required
Ateneo School of Medicine and Public Heath
Concept 3:
Systems Buying and SellingBidding and Contracting
Ateneo School of Medicine and Public Heath
Concept 3:
Systems Buying and SellingBidding and Contracting
Turnkey solutions
desired; Bids solicited
System subcomponents assembled
Prime Contractors
Second-tier Contractors
Ateneo School of Medicine and Public Heath
Concept 3:
Systems Buying and SellingBidding and Contracting
Kotler: Shell Oil
Local: Agricultural supplies, catering services
RP Medical Application: Anti-rabies vaccines in local govt units, TDF for GF projects
Ateneo School of Medicine and Public Heath
Concept 4:
Identifying the Buying Center = decision-makers
Small Sellers
Large Sellers
Key Buying Influencers
Multilevel In-depth Selling
Ateneo School of Medicine and Public Heath
Concept 4:
Identifying the Buying Center = decision-makers
Shares common goals and risks TARGET:
Personal motivations Perceptions Preferences
Ateneo School of Medicine and Public Heath
Kotler: General Motors, SAS Institute Inc.
Local: Housewives (decision-makers targeted by commercials for home care products)
RP Medical Application: Doctors targeted by medreps
Concept 4:
Identifying the Buying Center = decision-makers
Constant communication
Concept 5:
Satisfying the Key Buying Influencers
Ateneo School of Medicine and Public Heath
Concept 5:
Satisfying the Key Buying Influencers
Ateneo School of Medicine and Public Heath
Kotler: Symantec (Norton)
Local: Government
RP Medical Application: Doctors, Prof. Gage (hospital admin)
Concept 6:
The Benefits of Vertical Coordination (Mutual Benefits)
Ateneo School of Medicine and Public Heath
Knowledge and Trust
Concept 6:
The Benefits of Vertical Coordination (Mutual Benefits)
Ateneo School of Medicine and Public Heath
Kotler: Lincoln Electric and The Holland Binkley Company; Motoman Inc. and Stillwater Tech
Local: Food stalls in ASMPH
RP Medical Application: TMC (patient as partners),
Concept 7:
Business Relationships: Risks and Opportunism
Ateneo School of Medicine and Public Heath
Strive for joint benefits
Concept 7:
Business Relationships: Risks and Opportunism
Ateneo School of Medicine and Public Heath
Kotler: Ford Taurus and Lear Corporation
Local: ZTE
RP Medical Application: Mercury drug and pharmaceutical companies, Wyeth
Analyzing Business Markets
Avian CoMay 12, 2010
AGSB - Marketing
7 Concepts in
Ateneo School of Medicine and Public Heath
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