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Prepared by Deborah Baker Texas Christian University

6. Business Marketing. Prepared by Deborah Baker Texas Christian University. Learning Objectives. 1. Describe business marketing 2. Describe the role of the Internet in business marketing 3. Discuss the role of relationship marketing and strategic alliances in business marketing.

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Prepared by Deborah Baker Texas Christian University

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  1. 6 Business Marketing Prepared by Deborah Baker Texas Christian University

  2. Learning Objectives 1. Describe business marketing 2. Describe the role of the Internet in business marketing 3. Discuss the role of relationship marketing and strategic alliances in business marketing

  3. Learning Objectives (continued) • Identify the four major categories of business market customers • Explain the North American Industry Classification System • 6. Explain the major differences between business and consumer markets

  4. Learning Objectives (continued) 7. Describe the seven types of business goods and services 8. Discuss the unique aspects of business buying behavior

  5. Business Products • Are used to manufacture other products • Become part of another product • Aid the normal operations of an organization • Are acquired for resale without change in form Key is intended use 1

  6. The Role of the Internet in Business Marketing Business Internet Uses THEN AND NOW Revenue GenerationBasic Marketing Communication Reduce costsBuild partnerships and alliancesBuild and support branding 2

  7. Producers Resellers Governments Institutions Categories of Business Market Customers On Line http://www.cbdnet.gpo.gov http://www.governmentbids.com 4

  8. North American Industry Classification System NAICS NAICSA detailed numbering system developed by the U.S., Canada, and Mexico to classify North American business establishments by their main production processes. 5

  9. Characteristic Business Market Consumer Market Demand Volume # of Customers Location Distribution Nature of Buy Buy Influence Negotiations Reciprocity Leasing Promotion Business vs. Consumer Markets 6

  10. Demand is... Derived Inelastic Joint Fluctuating Demand in Business Markets 6

  11. Major Equipment Accessory Equipment Raw Materials Component Parts Processed Materials Supplies Business Services Types of Business Products 7

  12. Buying Centers Evaluative Criteria Aspects of Business Buying Behavior Buying Situations Business Ethics Customer Service Business Buying Behavior 8

  13. Initiator Influencers Gatekeepers Decider Purchaser Users Roles in the Buying Center 8

  14. Price Service Quality Evaluative Criteria for Business Buyers 8

  15. New Buy A situation requiring the purchase of a product for the first time. Modified Rebuy A situation where the purchaser wants some change in the original good or service. Straight Rebuy A situation in which the purchaser reorders the same goods or services without looking for new information or investigating other suppliers. Buying Situations 8

  16. BuyingCenter EvaluativeCriteria New BuyStraight RebuyModified Rebuy Customer service Review Learning Objective 8 8

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