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Introduction to Business Marketing
Objectives
• Know the framework of business marketing management
• Differentiate between business marketing and consumer marketing
• Identify the types of business customers• Know the characteristics of business products/
services and markets• Apply strategies on creating superior value for
business products/services
Assessments
• Quizzes• Assignments• Seat works• Case
Framework for Business Marketing Management
Source: Cengage Learning 2013
BUSINESS MARKETING
IS• MARKETING OF GOODS AND SERVICES TO:– Companies– Government Bodies– Institutions (i.e. hospitals)– Non-Profit Organizations (i.e. American Red Cross)
FOR• USE IN PRODUCING THEIR PRODUCTS AND/OR
TO FACILITATE THEIR OPERATIONS
Types of Business Market Customers
Commercial customers•Manufacturers•Construction companies•Service firms•Transportation companies•Selected professional groups•Wholesalers•Retailers
Types of Business Customers contd.
Institutional customers•Schools, colleges, universities•Health care organizations•Libraries•Foundations•Art galleries•Clinics
Types of Business Customers contd.
Governmental Customers•National•Local
BUSINESS TO BUSINESS IS NOT BUSINESS TO CONSUMER
• Do Not Serve Same Types of Customers
• Do Not Serve the Same Number of Customers
• Do Require Strong Buyer-seller Relationships
• Do Depend on Strong Buyer Demand for their
Customer’s Products
TYPICAL BUSINESS TO BUSINESS GOODS AND SERVICES INCLUDE:
• RAW MATERIALS
• MANUFACTURING MATERIALS(Transformed from raw materials)
• COMPONENT OR OEM PARTS(Part of a completed product)
• ACCESSORY EQUIPMENT (Tools)
• CAPITAL EQUIPMENT (Machinery)
• MRO ITEMS (Operating supplies)
BUSINESS TO BUSINESS:IT IS ALL ABOUT RELATIONSHIPS
BUSINESS TO BUSINESS DEPENDS ON:– Close Business and Personal Relationships
– Shorter Distribution Channels
– Emphasis on Personal Selling
– Dependence on WEB Integrationand
– Unique Promotional Strategies
Because of
Leads to
Through
Assignment
• Visit www.basf.com; identify the products and the markets it serves.
• Provide examples goods and services in business markets
Characteristics of Business Market Customers
Characteristic• Business market customers are
comprised of commercial enterprises, institutions, and government
• A single purchase by a single customer is far larger than that of an individual customer
• The demand for industrial products is derived from the ultimate demand from consumer products
• Buyer-seller relationships tend to be close and enduring
• Buying decisions from business customers often involve multiple buying influences, rather than a single decision maker
Example• Among Dell’s customers are Boeing,
Arizona State U & numerous state and local government units
• An individual may buy 1 unit of software package from Microsoft while Citigroup buys 1,000
• New home purchases stimulate the demand for carpeting, appliances, cabinets, lumber, etc.
• IBM’s relationship with some key customers spans decades
• A cross-functional team at P & G evaluates alternative laptop personal computers and selects HP
BUSINESS TO BUSINESSDERIVED DEMAND SIMPLIFIED
• YOU CAN MAKE HEADLAMP ASSEMBLIES FOR AUTOS
Consumers want more cars
Automobile manufacturers need more components and steel
Need more of your company’s headlamp assemblies
Consumers stop buying cars
Automobile manufacturers stop making cars
You can’t sell headlamp assemblies
REQUIREMENTS FOR HIGH PERFORMANCE RELATIONSHIPS
• BEYOND THE FINANCIAL CONSIDERATIONS:– INTEGRITY– FAIRNESS– LOYALTY– FLEXIBILITY– INPUT INTO YOUR PARTNER’S STRATEGY– PARTNER’S INPUT INTO YOUR STRATEGY– COMPLIANCE WITH PROCEDURES AND AGREEMENT– HONOR COMMITMENTS– STAND BEHIND YOUR PRODUCTS
SUGGESTIONS FOR MAKING B2B RELATIONSHIPS LAST
• Make on-site visits to your partner
• Trade personnel and offices
• Manage total dependence with an alternate supplier
• Make the pledge of continuous service
• Develop a relational contract
• Provide ownership by bringing functions or technology within boundaries of partner’s firm
Case analysis
• Middleby Corporation: A case on Value Proposition
Value Proposition: A Review
• Captures the particular sets of benefits that a supplier offers to advance the performance of customer organization.
• Value proposition must be based on the few elements that matter most to target customers
Value Proposition: A Review contd.
• Points of parity – the value elements with essentially the same performance characteristics as the next best alternative
• Points of difference – the value elements that render the supplier’s offering either superior or inferior to the next best alternative
Case discussion