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Developed Developed by by Cool Cool Pictures Pictures and and MultiMedia MultiMedia Presentations Presentations
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
Business Markets Markets for products and services Local to international – Bought by • Businesses • Government bodies • Institutions – For consumption – For use – For resale
Developed by Cool Pictures and MultiMedia Presentations
GE
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
A Market Driven Firm Has: Market sensing capability…companies ability to sense change and to anticipate customer responses. Customer linking…the ability to develop and manage close customer relationships.
Developed by Cool Pictures and MultiMedia Presentations
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
Marketing’s Cross Functional Relationship
Business marketing planning must be coordinated and synchronized with corresponding planning efforts. Developed by Cool Pictures and MultiMedia Presentations
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
Keys to Cross Functional Working Relationships Communications Perspective taking Responsive behavior Compatibility
Developed by Cool Pictures and MultiMedia Presentations
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
Business Market Characteristics • • • •
Derived demand Fluctuating demand Stimulating demand Price sensitivity/demand elasticity • Global Market perspective
Developed by Cool Pictures and MultiMedia Presentations
GE
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
Relationship Marketing • All marketing activities directed toward establishing, developing, and maintaining successful exchanges with customers.
Developed by Cool Pictures and MultiMedia Presentations
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
The Supply Chain
Michael Porter and Victor Millar observed that “to gain competitive advantage over its rivals, a company must either perform these activities at a lower cost or perform them in a way that leads to differentiation and a premium (more value).” Developed by Cool Pictures and MultiMedia Presentations
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
Procurement Trends • Longer term and closer relationships. • Closer interactions among multiple functions. • Supplier proximity considerations.
Developed by Cool Pictures and MultiMedia Presentations
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
Business Market Customer Commercial Enterprises • Three categories: – Users – OEMs – Dealers and distributors
Developed by Cool Pictures and MultiMedia Presentations
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
Classifying Goods for the Business Market
Classifying industrial goods by the following questions: How does the good or service enter the production process? How does it enter the cost structure of the firm? Source: Adapted from Philip Kotler, Marketing Management: Analysis, Planning, and Control, 4th ed. (Englewood Cliffs, N.J.: Prentice-Hall, 1980), p. 172, with permission of PrenticeHall, Inc.
Developed by Cool Pictures and MultiMedia Presentations
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
The Internet … Providing Goods & Services
Source: http://www.fao.com Developed by Cool Pictures and MultiMedia Presentations
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
A Framework for Business Marketing Management Business marketing strategy is formulated within the boundaries established by the corporate mission and objectives.
Developed by Cool Pictures and MultiMedia Presentations
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
Business Markets Markets for products and services Local to international – Bought by • Businesses • Government bodies • Institutions – For consumption – For use – For resale
Developed by Cool Pictures and MultiMedia Presentations
GE
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
A Market Driven Firm Has: Market sensing capability…companies ability to sense change and to anticipate customer responses. Customer linking…the ability to develop and manage close customer relationships.
Developed by Cool Pictures and MultiMedia Presentations
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
Marketing’s Cross Functional Relationship
Business marketing planning must be coordinated and synchronized with corresponding planning efforts. Developed by Cool Pictures and MultiMedia Presentations
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
Keys to Cross Functional Working Relationships Communications Perspective taking Responsive behavior Compatibility
Developed by Cool Pictures and MultiMedia Presentations
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
Business Market Characteristics • • • •
Derived demand Fluctuating demand Stimulating demand Price sensitivity/demand elasticity • Global Market perspective
Developed by Cool Pictures and MultiMedia Presentations
GE
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
Relationship Marketing • All marketing activities directed toward establishing, developing, and maintaining successful exchanges with customers.
Developed by Cool Pictures and MultiMedia Presentations
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
The Supply Chain
Michael Porter and Victor Millar observed that “to gain competitive advantage over its rivals, a company must either perform these activities at a lower cost or perform them in a way that leads to differentiation and a premium (more value).” Developed by Cool Pictures and MultiMedia Presentations
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
Procurement Trends • Longer term and closer relationships. • Closer interactions among multiple functions. • Supplier proximity considerations.
Developed by Cool Pictures and MultiMedia Presentations
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
Business Market Customer Commercial Enterprises • Three categories: – Users – OEMs – Dealers and distributors
Developed by Cool Pictures and MultiMedia Presentations
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
Classifying Goods for the Business Market
Classifying industrial goods by the following questions: How does the good or service enter the production process? How does it enter the cost structure of the firm? Source: Adapted from Philip Kotler, Marketing Management: Analysis, Planning, and Control, 4th ed. (Englewood Cliffs, N.J.: Prentice-Hall, 1980), p. 172, with permission of PrenticeHall, Inc.
Developed by Cool Pictures and MultiMedia Presentations
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
The Internet … Providing Goods & Services
Source: http://www.fao.com Developed by Cool Pictures and MultiMedia Presentations
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
A Framework for Business Marketing Management Business marketing strategy is formulated within the boundaries established by the corporate mission and objectives.
Developed by Cool Pictures and MultiMedia Presentations
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
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