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11
Business-to-Business MarketingIndustrat Results and Summary
Haas School of BusinessUC Berkeley
Fall 2008Week 15
Zsolt Katona
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Industrat Stock Prices
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Net Marketing Contribution
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Prediction Market
1. Rags 274122. Ariel 260353. Vandita 23329
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Cost/Sales
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Buying Process
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Instrumentation
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Consumer
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Korex by End Product
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Sales Force Allocation on General Manager
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Korex Market Shares
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Korex Market Shares - Instrumentation
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Korex Market Shares - Consumer
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Product Positioning
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Korex vs. Lomex
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Lomex
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R&D Investments
•Period 2: Firm 4 invest 4M alone LOMEX•Period 3: Firm 5 joins them: go up to 12M total•Period 3: Firms 1 and 3 joint investment: 5M in LOMEX•Period 4: Firms 4 and 5 get LOMEX (14M total)•Period 5: Firms 1 and 3 get LOMEX (14.25M total)•Period 6: Firm 3 invest in TECH 4•Period 7: Firm 3 gets TECH 4
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Lomex Market Share
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Lomex Buying Behavior
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Sales Force Allocation on General Manager
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Conclusion
• Not only product attributes matter
• Understand decision makers
• Investment in people vs. technology
•R&D alliances are crucial
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B2B Marketing - Takeaway
• Differences between B2B and B2C- Fewer, larger customers/transactions- Importance of Process and Relationship Benefits- Customer is an organization (DMP, DMU)- More complex products- Importance of alliances
• Typical B2B areas- Sales force management- Key account management
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B2B Marketing - Takeaway
• Differences between B2B and B2C- Fewer, larger customers/transactions- Importance of Process and Relationship Benefits- Customer is an organization (DMP, DMU)- More complex products- Importance of alliances
• Typical B2B areas- Sales force management- Key account management
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Implications
• Segmentation
- Macro-segmentation
- Micro-segmentation • Pricing
- Ideal point pricing (price is a signal)
- Price is a contract (MFC, MCC, Take or pay)
• R&D and new products
- Research and Development are separate
- Co-development
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Even More Implications
• Branding
- Brand also includes process and relationship benefits
- Pull strategy (Ingredient brands)• Two-sided markets
- At least one side is typically B2B
- Consumer side is usually subsidized• B2B and the Internet
- Ecommerce is huge
- Online advertising
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Marketing Tools
• Funnel analysis
• Perceptual maps
• Conjoint analysis
• Response function analysis
• Delphi procedures
• Prediction markets