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Designed by Eric Brengle B-books, Ltd.

9. Marketing Lamb, Hair, McDaniel. Designed by Eric Brengle B-books, Ltd. Prepared by Deborah Baker Texas Christian University. Business Marketing. CHAPTER 6. Learning Outcomes. Describe business marketing Describe the role of the Internet in business marketing

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Designed by Eric Brengle B-books, Ltd.

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  1. 9 MarketingLamb, Hair, McDaniel Designed by Eric Brengle B-books, Ltd. Prepared by Deborah Baker Texas Christian University Business Marketing CHAPTER 6

  2. Learning Outcomes Describe business marketing Describe the role of the Internet in business marketing Discuss the role of relationship marketing and strategic alliances in business marketing Identify the four major categories of business market customers LOI LO2 LO3 LO4

  3. Learning Outcomes Explain the North American Industry Classification System Explain the major differences between business and consumer markets Describe the seven types of business goods and services Discuss the unique aspects of business buying behavior LO5 LO6 LO7 LO8

  4. What Is Business Marketing? LOI Describe business marketing

  5. BusinessMarketing What Is Business Marketing? LOI The marketing of goods and services to individuals and organizations for purposes other than personal consumption.

  6. Business Products The key is intended use. 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 LOI

  7. CONSUMER BUSINESS cupboards cupboards Coffee pot oven oven folderand pen Teddy bear photocopier folderand pen REVIEW LEARNING OUTCOMEBusiness Marketing LOI

  8. Major Categories of Business Customers LO4 Identify the four major categories of business market customers

  9. Producers OEMs WholesalersRetailers Resellers Federal MunicipalLocal Governments Schools Hospitals CollegesChurches Unions Fraternal groupsCivic Clubs Foundations Nonbusiness organizations Institutions Major Categories of Business Customers LO4

  10. OriginalEquipmentManufacturers Producers LO4 OEMs.Individuals and organizations that buy business goods and incorporate them into the products that they produce for eventual sale to other producers or to consumers.

  11. Business Marketing Producers Resellers Governments Institutions OEMs Wholesalers Federal Unions Churches Retailers State CivicClubs Foundations Municipal Other Nonprofits County REVIEW LEARNING OUTCOMEBusiness Market Customers LO4

  12. Business versus Consumer Markets LO6 Explain the major differences between business and consumer markets

  13. Business versus Consumer Markets Characteristic Business Market Consumer Market Demand Organizational Individual Volume Larger Smaller # of Customers Fewer Many Location Concentrated Dispersed Distribution More Direct More Indirect Nature of Buy More Professional More Personal Buy Influence Multiple Single Negotiations More Complex Simpler Reciprocity Yes No Leasing Greater Lesser Promotion Personal Selling Advertising LO6

  14. Extruding machine:major equipment Aluminum ore:raw material Tool cart:accessory equipment Extruded metal:processed material Propeller blade:component part Uniforms:contractedservice Paper: supply REVIEW LEARNING OUTCOMETypes of Business Goods and Services LO7

  15. Business Buying Behavior LO8 Discuss the unique aspects of business buying behavior

  16. Buying Centers Evaluative Criteria Aspects of Business Buying Behavior Buying Situations Business Ethics Customer Service Business Buying Behavior LO8

  17. Buying Center All those persons in an organization who become involved in the purchase decision. Buying Centers LO8

  18. Initiator Influencers Gatekeepers Decider Purchaser Users http://www.loctite.com Online Roles in the Buying Center LO8

  19. Evaluative Criteria LO8 • Quality • Service • Price

  20. New Buy Modified Rebuy Straight Rebuy A situation requiring the purchase of a product for the first time. A situation where the purchaser wants some change in the original good or service. A situation in which the purchaser reorders the same goods or services without looking for new information or investigating other suppliers. Buying Situations LO8

  21. Business Ethics LO8 • Moral principles or values that govern the conduct of an individual or group • Many companies train their employees in ethics • Many have a code of ethics to govern buyers and sellers

  22. Biz Flix LO8 Bowfinger 22

  23. Customer Service LO8 • Divide customers into groups based on their value • Create policies that govern how service will be allocated among groups

  24. EvaluativeCriteria Buying Center Buying Situations • Quality • Service • Price New buyStraight rebuyModified rebuy Initiator Influencer Decider Gatekeeper Purchaser User Customer service REVIEW LEARNING OUTCOMEBusiness Buying Behavior LO8

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