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8/8/2019 Kotler07 Media

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MARKETING MANAGEMENT12 th edition

7Analyzing

Business Markets

Kotler


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7-2

Chapter Qu estions

What is the bu siness market, and how does it differ from the cons um er market?

What buy ing sit uations do organizational buy ers face? Who parti cipates in the bu siness-to-bu siness buy ing pro cess?


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7-3

Chapter Qu estions

How do bu siness buy ers make their de cisions?

How can companies bu ild strong relationships with bu siness cu sto mers? How do instit utional buy ers and govern ment agen cies do their buy ing?


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7-4

S APs software appli cations a utomate bu siness f unctions


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7-5

Organizational Buy ing

De cision- making pro cess by whichfor mal organizations esta blish theneed for pur chased prod uc ts and

servi ces, and identif y,

eval uate, and choose a mongalternative brands and s uppliers.


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7-6

Chara cteristi cs of Bu siness Markets

Fewer, larger buy ers Close s upplier-cu sto m er relationshipsP rofessional pur chasingMan y buy ing

influen cesMultiple sales calls

Derived de mandInelasti c de mand

Fluc tuating de mandGeographi callycon centrated buy ers

Direct pur chasing


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7-7

Buy ing Sit uation

Straight re buy

Modified re buy

New task


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7-8

S yste ms Buy ing and Selling

Turnke y sol ution desired;

Bids soli cited

P rimeContra ctors

Se cond-tier Contra ctors

S yste ms ubc omponents

asse mb led


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7-9

The Buy ing Center

Initiators

Users

Influen cers

De ciders

Approvers

Buy ers

Gatekeepers


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7-10

Of Con cern to Bu siness Marketers

Who are the major de cision parti cipants? What de cisions do the y influen ce?

What is their level of influen ce? What eval uation criteria do the y u se?


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7-11

Sales Strategies

S mall Sellers

Large Sellers

Ke y Buy ing Influen cers

Multilevel

In-depthSelling


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7-12

Ty pes of Bu siness Custo mers

P rice-oriented

Gold-standard Strategi c-val ue

Sol ution-oriented


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7-14

Kodak offers

servi ces that strea m line pro cesses for hospital

ad ministrators


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7-15

Pu r chasing Orientations

Buy ing

P rocu re ment

S uppl y Chain Manage ment


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7-16

P rod uc t-Related Pu r chasing P rocesses

Routine prod uc ts

Leverage prod uc ts

Strategi c prod uc ts

Bottlene ck prod uc ts


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7-17

Ta ble 7.1 Buy -grid Fra mework


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7-19

Methods of e- P rocu re ment

Websites organized using verti cal hub s Websites organized using f unctional hub s Direct extranet links to major s uppliersBuy ing allian ces

Compan y buy ing sites


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7-20

For ms of Electroni c M arketpla ces

Catalog sitesVertical markets

Pu re pla y a uc tion sitesSpot markets

P rivate ex changesBarter markets

Buy ing allian ces


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7-21

Ta ble 7.2 Vendor Anal ysis


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7-22

Assessing Custo mer Val ue

Internal engineering assess ment

Field val ue-in- use assess ment

Focu s-gro up val ue assess ment

Direct s urve yqu estions

Conjoint anal ysisBen chmarks

Compositional approa chImportan ce ratings


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7-23

Order Routine Spe cification and Inventor y

Sto ckless pur chase plans

Vendor- managedinventor y

Contin uous replenish ment


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7-24

Desira ble Outcomes of a B2B transa ction: OTIFNE

OTOn time

NENo error

IFIn f ull


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7-25

Esta blishing Corporate Credi bility

Expertise

Likea bilityTr ustworthiness


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7-26

Fa ctors Affecting Buy er-S upplier Relationships

Availa bility of alternatives

S uppl y m arketdyna mismCo mplexit y of s uppl y

Importan ce of s uppl y


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7-27

Categories of Buy er-Seller Relationships

Basi c buy ing and selling

Bare bones Contra ctual transa ction

Custo mer s uppl y

Cooperative s yste ms Collaborative

Mutually adaptive Custo mer is king


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7-28

Opport unis m

So me for m of cheating or unders uppl y relative to animplicit or expli cit contra ct.


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7-29

Ara mark s ucc essf ully servi ces instit utional and govern ment markets


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7-30

Marketing De bate

How different is B-to- B Marketing?

Take a position:1. B-to- B re qu ires spe cial, uniqu emarketing con cepts and prin ciples.2. B-to- B is reall y not that different;basi c m arketing con cepts appl y.


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7-31

Marketing Dis cu ssion

How might we appl y the cons um er behavior topi cs from Chapter 6 toB-to- B settings?

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