Chapter 7 analyzing business markets, Marketing Management, Philip Kotler, 14th edition, 2012. Bài giảng giáo trình quản lý marketing của Philip Kotler. Lý thuyết kèm các case study minh họa cho bài giảng.
Phillip Kevin Lane Kotler • Keller Marketing Management • 14e Analyzing Business Markets Discussion Questions What is the business market, and how does it differ from the consumer market? What buying situations organizational buyers face? Who participates in the B2B buying process? How business buyers make their decisions? How can companies build strong relationships with business customers? How institutional buyers and government agencies their buying? Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide of 27 Organizational Buying 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 F Webster Jr and Y Wind Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide of 27 Business Markets Transportation & Distribution Construction Agriculture Forestry Manufacturing Communications Banking & Finance Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide of 27 Business Markets Similarities to the Consumer Market • Understanding deep customer needs • Identify areas for growth • Improving value management techniques • Calculating better marketing metrics • Competing and growing in global markets • Countering product commoditization • Gain support for the marketing concept Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide of 27 Business Markets Differences to the Consumer Market Geographically Concentrated Fewer, Larger Buyers Professional Buyers Multiple Sales Calls Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Personal Relationships Slide of 27 Business Markets Differences to the Consumer Market Derived Demand Inelastic Demand Demand • Derived ã Inelastic ã Fluctuating Fluctuating Demand Copyright â 2012 Pearson Education, Inc Publishing as Prentice Hall Slide of 27 Buying Situations New Task Straight Rebuy Modified Rebuy Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide of 27 Systems Buying and Selling Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 10 of 27 Targeting Firms and Buying Centers Who to target? Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 13 of 27 Purchasing/Procurement Process Diverse supplier base Benefits vs Costs Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 14 of 27 Stages in the Buying Process Problem Recognition Description and Characteristics Supplier Search Proposal Solicitations Performance Review Order Specification Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Supplier Selection Slide 15 of 27 Stages in the Buying Process Problem Recognition Internal stimuli • New product being developed • Broken machine • Low stock level External stimuli ã Trade show visit ã Advertisement Copyright â 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 16 of 27 Stages in the Buying Process Description and Characteristics Technical specifications • Reliability • Durability • Price Product value analysis Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 17 of 27 Stages in the Buying Process Supplier Search Trade directories Trade advertisements Trade shows E-Procurement Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Lead generation Slide 18 of 27 Stages in the Buying Process Proposal Solicitations Formal presentation Written Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 19 of 27 Stages in the Buying Process Supplier Selection Supplier-evaluation model Number of suppliers Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 20 of 27 Stages in the Buying Process Order Specification Stockless purchase plan Technical specifications Quantity Delivery time Return policy Warranties Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 21 of 27 Stages in the Buying Process Performance Review End user evaluations Weighted-score method Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 22 of 27 Buygrid Framework Table 7.1 Buyphases Buyclasses New Task Modified Rebuy Straight Rebuy Problem Recognition Yes Maybe No General need description Yes Maybe No Product specification Yes Yes Yes Supplier search Yes Maybe No Proposal solicitation Yes Maybe No Supplier Selection Yes Maybe No Order-routine specification Yes Maybe No Performance review Yes Yes Yes Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 23 of 27 Managing B2B Relationships Online social media One-to-one Marketing Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 24 of 27 Managing B2B Relationships Vertical Coordination Relationship Factors Availability of alternatives Importance of supply Complexity of supply Supply market dynamism Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 25 of 27 Buyer-Seller Relationship Categories Cooperative systems Collaborative Customer is king Contractual transaction Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Mutually adaptive Slide 26 of 27 Institutional and Governments Markets Prisons Government agencies Schools Hospitals Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 27 of 27