define the business market and explain how business markets differ from consumer markets identify...
TRANSCRIPT
Ch6 Business Markets & Business Buyer Behavior
Objective Outline
Define the business market and explain how business markets differ from consumer markets
Identify the major factors that influence business buyer behavior
List and define the steps in the business buying decision process
Compare the institutional and government markets and explain how institutional and government buyers make their buying decisions
Characteristics of Business Market
Market Structure and Demand
Nature of the Buying Unit
Types of Decisions and the Decision Process
Nature of the Buying Unit
Types of Decisions and the Decision Process
Understanding Marketplace
Let’s look at Dow Plastics
Business Markets
Major Type of Buying Situations
straight rebuy
modified rebuy
new task
Players in the process
Users InfluencersBuyersDecidersGatekeepers
Most B-to-B marketers recognize that emotion plays an important role in business buying decisions
Other Process Factors
Environmental Factors
Organizational Factors
Interpersonal Factors
Individual Factors
Process Chart
International Market Manners
“When doing business in a foreign country and a foreign culture—particularly a non-Western culture—assume nothing,”
“Take nothing for granted. Turn every stone. Ask every question. Dig into every detail. Because cultures really are different, and those differences can have a major impact.”
Buying Process
E-Procurement: Buying on the Internet
Business-to-business e-procurement yields many benefits. First, it shaves transaction costs and results in more efficient purchasing for both buyers and suppliers.
Reduces the time between order and delivery. And a Web-powered purchasing program eliminates the paperwork associated with traditional requisition and ordering procedures and helps an organization keep better track of all purchases.
Frees purchasing people from a lot of drudgery and paperwork.
Sources suppliers to reduce costs and develop new products
Institutional and GovernmentMarkets
Institutional market consists of schools, hospitals, nursing homes, prisons, and other institutions that provide goods and services to people in their care.
In the United States federal, state, and local governments contain more than 82,000 buying units that purchase more than $1 trillion in goods and services each year
Chapter 8 Products Brands Services
A deeper look at the marketing mix: the tactical tools that marketers use to implement their strategies and deliver superior customer value.
Objective Outline
Define product and the major classifications of products and services
Describe the decisions companies make regarding their individual products and services, product lines, and product mixes
Identify the four characteristics that affect the marketing of services and the additional marketing considerations that services require
Discuss branding strategy—the decisions companies make in building and managing their brands
Products, Services, and Experiences
Levels of Product and Services
Customer Driven Strategy Mix
Classification of Products
Consumer products
Convenience products
Shopping products
Specialty products
Unsought products
Industrial Products
Materials and parts include raw materials and manufactured materials and parts
Organizations, Persons, Places, and Ideas
Person marketing Place marketing Ideas Social marketing
Individual Product and Service Decisions
Product and Service Attributes
Product Quality
Product Features
Product Style and Design
Branding
Branding helps buyers in many ways. Brand names help consumers identify products that might benefit them. Brands also say something about product quality and consistency—buyers who always buy the same brand know that they will get the same features, benefits, and quality each time they buy
Packaging
Labeling Product Support Services Product Line Decisions Product Mix Decisions
Services Marketing
The Nature and Characteristics of a Service
Service Marketing
Building Strong Brands
Brand Equity
Brand Positioning