chapter 07 analyzing business markets
TRANSCRIPT
Chapter 7: Analyzing Business Markets
Roseller O QuinMarketing ManagementAteneo de Manila Graduate School of BusinessRockwell, Makati
Chapter 7: Analyzing Business Markets
The Buying Center Stages in the Buying Process Methods for Researching
Customer Value Establishing Corporate Trust and
Credibility Trust Dimensions Categories of Buyer-Seller
Relationships
Outline
The Buying Center
Initiators
Users
Influencers
Deciders
Approvers
Buyers
Gate-keepe
rs
Concept 1
Examples on Concept 1
The Buying Center
Initiators
Users
Influencers
Deciders
Approvers
Buyers
Gate-keepe
rs
Problem Recognition
Need/ Product
Description
Supplier Search/ Proposal
Solicitation/ Selection
Order-Routine
Specification
Performance Review
Stages in the Buying Process
Concept 2
Safe and Pesticide
s-Free Food
Organic Food
Farm History/ Organic
Producers
Organic Standard
s/ Certified Organic
Production Volume
and Number
of Producer
s
Stages in the Buying Process
Examples on Concept 2
Internal Engineering Design
Focus-groupValue AssessmentField Value-in-Use
Assessment
Conjoint Analysis
Concept 3
Researching Customer Value
CompositionalApproach
Direct Survey Questionaires
Importance Ratings
Researching Customer Value
Concept 3
Industry Analysis of Organic Agriculture
Community Supported Agriculture
On-going Farmers’ Practices
Organic Market and Production Analysis
Researching Customer Value
Examples of
Concept 3
Traditional FarmingPractices
Consumer AwarenessPreference
Consumer Ratings on Organic
Researching Customer Value
Benchmarks
Examples of
Concept 3
Establishing Corporate Trust and Credibility
Expertise
LikeabilityTrustworthiness
Trust and Credibility
Concept 4
Examples on Concept 4
Organic Agriculture Extension Capability
Market Visibility and Credible Producers
Organic StandardsAnd Certification
Trust and Credibility
Establishing Corporate Trust
and Credibility
Trust Dimensions
Product/ Service Quality
Incentive
Partnering Cooperative Design
Concept 5
Transparency
Supply Chain
Pervasive Advocacy
Product Comparison
Trust DimensionsConcept 5
Trust Dimensions
Product/Service Quality
Incentive
Partnering
CooperativeDesign
Examples on Concept 5
Trust DimensionsExamples on Concept 5
Transparency
Supply Chain
Pervasive Advocacy
Product Comparison
Categories of Relationships
Basic buying and selling
Bare bonesContractual transaction
Customer supply
Buyer
SellerConcept 6
Cooperative systems
CollaborativeMutually adaptiveCustomer is King
Categories of Relationships
BuyerSellerConcept 6
Examples on Concept 6
Categories of Relationships
Basic buying and selling
Bare bonesContractual transaction
Customer supply
Buyer
Seller
Cooperative systems
CollaborativeMutually adaptiveCustomer is King
Examples on Concept 6
Categories of RelationshipsBuyer Seller
“Characteristics of Business Markets”
Fewer, larger buyers
Close supplier-customer relationships
Professional purchasing
Many buying influences
Show and Tell . . .
“Characteristics of Business Markets”
As Against . . . . Multiple sales calls Derived demand Inelastic demand Fluctuating demand Geographically
concentrated buyers
Direct purchasing
The Organic Products
The Organic Products
Waltermart
Waltermart
Rustan’s
Rustan’s
The Market
Rustan’s
Shopwise
Landmark
Landmark
The
MaRKet
Summary of Presentation
The Buying Center Stages in the Buying Process Methods for Researching Customer Value Establishing Corporate Trust and
Credibility Trust Dimensions Categories of Buyer-Seller RelationshipsShow and Tell . . .
Characteristics of the Business Markets
Outline
Roseller O QuinMarketing ManagementAteneo de Manila Graduate School of BusinessRockwell, Makati
Chapter 7: Analyzing Business Markets