Kotler Keller. Marketing Management 14e
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1 Phillip Kevin Lane Kotler Keller Marketing Management 14e
2 Analyzing Business Markets
3 Discussion Ques>ons 1. What is the business market, and how does it differ from the consumer market? 2. What buying situa>ons do organiza>onal buyers face? 3. Who par>cipates in the B2B buying process? 4. How do business buyers make their decisions? 5. How can companies build strong rela>onships with business customers? 6. How do ins>tu>onal buyers and government agencies do their buying? Copyright 2012 Pearson Educa>on, Inc. Publishing as Pren>ce Hall Slide 3 of 27
4 Organiza>onal Buying The decision- making process by which formal organiza>ons establish the need for purchased products and services and iden>fy, evaluate, and choose among alterna>ve brands and suppliers. - - F. Webster Jr and Y. Wind Copyright 2012 Pearson Educa>on, Inc. Publishing as Pren>ce Hall Slide 4 of 27
5 Business Markets Transporta>on & Distribu>on Agriculture Construc>on Forestry Manufacturing Communica>ons Banking & Finance Copyright 2012 Pearson Educa>on, Inc. Publishing as Pren>ce Hall Slide 5 of 27
6 Business Markets Similari>es to the Consumer Market Understanding deep customer needs Iden>fy areas for growth Improving value management techniques Calcula>ng be\er marke>ng metrics Compe>ng and growing in global markets Countering product commodi>za>on Gain support for the marke>ng concept Copyright 2012 Pearson Educa>on, Inc. Publishing as Pren>ce Hall Slide 6 of 27
7 Business Markets Differences to the Consumer Market Geographically Concentrated Fewer, Larger Buyers Professional Buyers Mul>ple Sales Calls Personal Rela>onships Copyright 2012 Pearson Educa>on, Inc. Publishing as Pren>ce Hall Slide 7 of 27
8 Business Markets Differences to the Consumer Market Derived Demand Inelas>c Demand Demand Derived Inelas>c Fluctua>ng Fluctua>ng Demand Copyright 2012 Pearson Educa>on, Inc. Publishing as Pren>ce Hall Slide 8 of 27
9 Buying Situa>ons Straight Rebuy New Task Modified Rebuy Copyright 2012 Pearson Educa>on, Inc. Publishing as Pren>ce Hall Slide 9 of 27
10 Systems Buying and Selling Buyer Prime Contractor Second- >er Contractors Copyright 2012 Pearson Educa>on, Inc. Publishing as Pren>ce Hall Slide 10 of 27
11 Business Buying Par>cipants Ini>ator/ Users Influencer Decider Buyers Gatekeeper Approver Copyright 2012 Pearson Educa>on, Inc. Publishing as Pren>ce Hall Slide 11 of 27
12 Buying Center Influences Par$cipants differ by: Interest Authority Status Persuasiveness Decision criteria Copyright 2012 Pearson Educa>on, Inc. Publishing as Pren>ce Hall Slide 12 of 27
13 Targe>ng Firms and Buying Centers Who to target? Copyright 2012 Pearson Educa>on, Inc. Publishing as Pren>ce Hall Slide 13 of 27
14 Purchasing/Procurement Process Diverse supplier base Benefits vs. Costs Copyright 2012 Pearson Educa>on, Inc. Publishing as Pren>ce Hall Slide 14 of 27
15 Stages in the Buying Process Problem Recogni>on Descrip>on and Characteris>cs Supplier Search Proposal Solicita>ons Performance Review Order Specifica>on Supplier Selec>on Copyright 2012 Pearson Educa>on, Inc. Publishing as Pren>ce Hall Slide 15 of 27
16 Stages in the Buying Process Problem Recogni>on Internal s$muli New product being developed Broken machine Low stock level External s$muli Trade show visit Adver>sement Copyright 2012 Pearson Educa>on, Inc. Publishing as Pren>ce Hall Slide 16 of 27
17 Stages in the Buying Process Descrip>on and Characteris>cs Technical specifica$ons Reliability Durability Price Product value analysis Copyright 2012 Pearson Educa>on, Inc. Publishing as Pren>ce Hall Slide 17 of 27
18 Stages in the Buying Process Supplier Search Trade directories Trade adver>sements Trade shows E- Procurement Lead genera>on Copyright 2012 Pearson Educa>on, Inc. Publishing as Pren>ce Hall Slide 18 of 27
19 Stages in the Buying Process Proposal Solicita>ons Formal presenta>on Wri\en Copyright 2012 Pearson Educa>on, Inc. Publishing as Pren>ce Hall Slide 19 of 27
20 Stages in the Buying Process Supplier Selec>on Supplier- evalua>on model Number of suppliers Copyright 2012 Pearson Educa>on, Inc. Publishing as Pren>ce Hall Slide 20 of 27
21 Stages in the Buying Process Order Specifica>on Stockless purchase plan Technical specifica>ons Quan>ty Delivery >me Return policy Warran>es Copyright 2012 Pearson Educa>on, Inc. Publishing as Pren>ce Hall Slide 21 of 27
22 Stages in the Buying Process Performance Review End user evalua>ons Weighted- score method Copyright 2012 Pearson Educa>on, Inc. Publishing as Pren>ce Hall Slide 22 of 27
23 Buygrid Framework Buyphases Table 7.1 New Task Buyclasses Modified Rebuy Straight Rebuy 1. Problem Recogni>on Yes Maybe No 2. General need descrip>on Yes Maybe No 3. Product specifica>on Yes Yes Yes 4. Supplier search Yes Maybe No 5. Proposal solicita>on Yes Maybe No 6. Supplier Selec>on Yes Maybe No 7. Order- rou>ne specifica>on Yes Maybe No 8. Performance review Yes Yes Yes Copyright 2012 Pearson Educa>on, Inc. Publishing as Pren>ce Hall Slide 23 of 27
24 Performance Review Table 7.w Copyright 2012 Pearson Educa>on, Inc. Publishing as Pren>ce Hall Slide 24 of 27
25 Managing B2B Rela>onships Online social media One- to- one Marke>ng Copyright 2012 Pearson Educa>on, Inc. Publishing as Pren>ce Hall Slide 25 of 27
26 Managing B2B Rela>onships Ver>cal Coordina>on Rela>onship Factors Availability of alterna>ves Importance of supply Complexity of supply Supply market dynamism Copyright 2012 Pearson Educa>on, Inc. Publishing as Pren>ce Hall Slide 26 of 27
27 Buyer- Seller Rela>onship Categories Coopera>ve systems Collabora>ve Customer is king Contractual transac>on Mutually adap>ve Copyright 2012 Pearson Educa>on, Inc. Publishing as Pren>ce Hall Slide 27 of 27
28 Ins>tu>onal and Governments Markets Prisons Government agencies Schools Hospitals Copyright 2012 Pearson Educa>on, Inc. Publishing as Pren>ce Hall Slide 28 of 27
ANALYZING BUSINESS MARKETS
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