kotler mm 14e 07 sppt ge

7/23/2019 Kotler MM 14e 07 Sppt GE

1/20

7Analyzing

Business Markets

1


2/20

Chapter Questions

What is the business market, and how does

it differ from the consumer market?

What buying situations do organizational

buyers face? Who participates in the business-to-

business buying process?

Copyright 202 !earson "ducation #-2


3/20

Copyright 202 !earson "ducation #-$

Chapter Questions

%ow do business buyers make their

decisions?

%ow can companies build strong

relationships with business customers? %ow do institutional buyers and go&ernment

agencies do their buying?


4/20

Copyright 202 !earson "ducation #-'

What is Organizational Buying?

Organizational buyingrefers to the

decision-making process by which formal

organizations establish the need for

purchased products and ser&ices, andidentify, e&aluate, and choose among

alternati&e brands and suppliers(


5/20

Top Marketing Challenges

)nderstanding customer needs in new ways* +dentifying new opportunities for growth*

+mpro&ing &alue management techniues

Calculating better marketing performance and

accountability metrics*

Competing and growing in global markets

Countering the threat of product and ser&ice

commoditization

Con&incing C-le&el eecuti&es to embrace the

marketing concept

Copyright 202 !earson "ducation #-.


6/20

Characteristics of

Business Markets

/ewer buyers

Close supplier-

customer

relationships !rofessional

purchasing

any buyinginfluences

ultiple sales calls

1eri&ed demand

+nelastic demand

/luctuating demand

eographically

concentrated buyers

1irect purchasing



7/20

Copyright 202 !earson "ducation #-#

Buying Situation

4traight 5ebuy

odified 5ebuy

6ew 7ask


8/20

Systems Buying An Selling



9/20


The Buying Center

+nitiators

)sers

+nfluencers

1eciders

:ppro&ers

;uyers

atekeepers


10/20

Of Concern to Marketers

Who are the ma


11/20

Copyright 202 !earson "ducation #-

Stages in the Buying !rocess"

Buyphases

!roblem recognition eneral need description !roduct specification 4upplier search !roposal solicitation 4upplier selection

=rder-routine specification !erformance re&iew


12/20

Table #$% Buygri &rame'ork



13/20

Copyright 202 !earson "ducation #-$

&orms of (lectronic Marketplaces

Catalog sites

>ertical markets

!ure play auction sites

4pot markets

!ri&ate echanges

;arter markets

;uying alliances


14/20

Table #$) An (*ample of

+enor Analysis

Copyright 202 !earson "ducation #-'


15/20

Methos for ,esearching

Customer +alue

+nternal engineering

assessment

/ield &alue-in-use

assessment /ocus-group &alue

assessment

1irect sur&eyuestions

Con


16/20


Orer ,outine Specification

4tockless purchase plans

>endor-managed in&entory

Continuous replenishment


17/20

Categories of Buyer-Seller

,elationships

;asic buying and

selling

;are bones Contractual

transaction

Customer supply

Cooperati&e

systems

Collaborati&e utually adapti&e

Customer is king

Copyright 202 !earson "ducation #-#


18/20

.nstitutional Markets



19/20

&or ,e/ie'

What is the business market, and how does

it differ from the consumer market?

What buying situations do organizational

buyers face? Who participates in the business-to-business

buying process?



20/20

&or ,e/ie'

%ow do business buyers make their

decisions?

%ow can companies build strong relationships

with business customers? %ow do institutional buyers and go&ernment

agencies do their buying?


kotler mm 14e 07 sppt ge

Documents