Giáo án Marketing Management

Giáo án Marketing Management Chapter 7 Analyzing Business Market What is the business market, and how does it differ from the consumer market? What buying situations do organizational buyers face? Who participates in the businesstobusiness buying process? How do business buyers make their decisions? How can companies build strong relationships with business customers? How do institutional buyers and government agencies do their buying?

Analyzing Business Market Chapter th Prepared of 27 by Truong Quang Cam, Oct 20 2010 Chapter question of 27 11 What is the business market, and how does it differ from the consumer market? 22 What buying situations organizational buyers face? 33 Who participates in the business-to-business buying process? 44 How business buyers make their decisions? 55 How can companies build strong relationships with business customers? 66 How institutional buyers and government agencies their buying? CISCO Targets Businesses CISCO, the network communications equipment manufacturer that leads the market in the switches and routes that direct traffic on the Internet, sought growth by directing considerable research and marketing resources at an underserved market: small – and medium-sized business (SMB) customers COSCO discovered that about a third of the firms in the small-to medium-sized segment of 27 of its market accounting for 75% of total network expenditures, pointing the way to a lucrative growth opportunity Section WHAT IS ORGANIZATION BUYING? of 27 What is Organizational Buying? Organizational buying refers to the decision-making process by which formal organizations establish the need for purchased products and services, and identify, evaluate, and choose among alternative brands and suppliers of 27 Top Business Marketing Challenges • Expand understanding of customer needs, market segments, and the drivers of customer value • Compete globally as China and India reshape markets • Master analytical tools and improve quantitative skills • Reinstate innovation as an engine of growth • Create new organizational models and linkages • Improve return on marketing investment (ROMI) decision making • Demonstrate and document delivered customer value, and price accordingly of 27 Characteristics of Business Markets • Fewer, larger buyers • Close suppliercustomer relationships • Professional purchasing • Many buying influences of 27 • • • • • Multiple sales calls Derived demand Inelastic demand Fluctuating demand Geographically concentrated buyers • Direct purchasing Buying Situation Straight rebuy Modified rebuy New task of 27 Systems Buying of 27 Turnkey solution desired; bids solicited System subcomponents assembled Prime contractors Second-tier contractors Section PARTICIPANTS IN THE BUSINESS BUYING PROCESS 10 of 27