b2b marketing - sharad sarin
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Chapter 1TRANSCRIPT
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BUSINESS MARKETINGConcepts and Cases
Sharad Sarin
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THE NATURE AND SCOPE OF BUSINESS MARKETING MANAGEMENT
Chapter 1
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LEARNING OBJECTIVES
The nature and scope of business marketing management
The type of products and services bought by organisational customers
The major differences between business marketing and household marketing
Some unique aspects of business marketing management
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Challenges of managing business marketing
The evolution of business marketing in India
The importance of having an independent exposure to business marketing, besides basic marketing
LEARNING OBJECTIVES
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BUSINESS MARKETINGTHE NATURE AND SCOPE OF BUSINESS MARKETING
ALL PERVASIVE YET INVISIBLE
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Major Capital Equipments Minor Capital Equipments The Revenue Items
• Raw Materials• Components• Consumables• Processed Materials and Chemicals• Services• Office Equipments
WHAT ORGANISATIONS BUY?PRODUCT CLASSIFICATION
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Regrouped by Kotler into three broad classifications:
Entering Goods: Raw Materials, Components and Parts
Foundational Goods: Major & Minor Capital Goods and Office Equipment
Facilitating Goods: Operating Supplies, Consumables and Services
WHAT ORGANISATIONS BUY?ANOTHER CLASSIFICATION
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Business Markets have Narrower Customer Base May have the Dominant and Single Customer
Situations Horizontal and Vertical Market Situations Geographical Concentration of Business Buyers Simultaneous Presence of Both Dominant and
Fragmented Markets The Demand is Derived for Business Products
and Services
BUSINESS MARKET STRUCTURECHARACTERISTICS
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Higher Functional Interdependence Higher Buyer – Seller Interdependence Product Complexity is High for many
Products More Buying Process Complexity
BUSINESS MARKETINGSOME UNIQUE DIMENSIONS
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2013 by McG
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INTEGRATED MARKETING
Target Customers
PLACE (Distribution)• Direct, Indirect
Distribution• No. of Dealers and
Retailers• Logistic
Management• Role and
Responsibilities of Channel Members
PRICE• Pricing Strategy• List Prices• Payment Terms• Discounting Policies
PROMOTION• Advertising• Sales Promotion• Internet, Websites• Publicity and Public
Relations• Personal Selling
PRODUCT• Product Range• Product Type• Product Quality• Product Brand• Positioning• Packaging• After Sales Services
POLICIES PAISA(Money)
PROCESS AND STRUCTURE
PEOPLE• Quality• Number• Experience• Background
KEY DECISIONS(FORMULATION)
KEY ENABLERS(IMPLEMENTATION)
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It is a set of decisions, which are: Organisational Objectives and Time Bound Goals. Segmentation of the Markets and Selection of the
target Segments. Decisions on the Marketing Mix Elements:
Product, Promotion, Place and Price. These are Popularly Known as the 4Ps of Marketing Mix.
Managing the Marketing Function: The Four Most Important Areas are People, Processes and Structure, Policies and Paisa (Money).
THE IDEA OFMARKETING STRATEGY
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