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Part One
Business Markets and
Business Marketing
Part One
Business Markets and Business MarketingOrients you to some of the unique phenomena and players in
business markets:
Chapter 1 – What is B2B?
Chapter 2 - The buyer-seller relationship
Chapter 3 - The purchasing Function
Chapter 4 - Organizational Buyer Behavior
Chapter 1
What is Business Marketing
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Learning Objectives
The aim is to introduce and explore the characteristics and dimensions of business-to-business marketing
• Define and explain the nature of business markets
• Identify the different types of organizational customers and categorize the goods and services that are sold and bought in business markets
• Explore the characteristics of B2B marketing
• Discuss the nature of demand for business products and services
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What is Business Marketing (B2B)
Business Marketing is marketing of goods and services to:• Companies• Government Bodies• Institutions (i.e. hospitals)• Non-Profit Organizations (i.e. China Red Cross)
These products and services are purchased for: • Use in producing their products (i.e. raw materials,
components, tools and machinery)• Facilitate their operations (i.e. copy papers, fax machine,
desktops)
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Business marketing Business Marketing Consumer Marketing
McDonalds
Salt is added to fries
You
Salt mine Morton’s Salt Kroger
Salt is sold in
shakers
Salt is mined Salt is processed into food-grade or industrial grade salt
General Foods
Salt is added to
frozen dinners
Example: How Salt is Distributed (Video)
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Types of Business Customers
Original Equipment Manufacturers (OEMs) – purchasers of products to be included in its own final product
Users – when purchasing products/services to be consumed in support of the firm’s operation
Government Agencies – the largest, single purchaser of products and services
Institutions – the college or university
Industrial distributors – similar to the wholesaler/retailer serving the consumer market
As compared to individual consumers, business customers are:
1) Larger – buying in large quantities2) Fewer in number3) More geographically concentrated4) Globally oriented
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Types of Products in Business MarketsRaw materials – e.g., gold purchased by AT&T
Manufacturing materials – raw materials which have been further processed or transformed to make them suitable for specific applications
Component or OEM parts - part of a completed product; parts that may be assembled into a final product without further processing
Accessory equipment (tools) – e.g., computers used to guide/control the manufacturing operations in a firm
Capital equipment (machinery) – large, expensive items directly used in the production process
MRO items (operating supplies) – products purchased for use in the firm’s operations, maintenance, repair, and operations products. Other names are facilitating supplies or facilitating services, such as the hiring of an advertising agency
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Differences between B2B vs. B2C• Varying buyer-seller relationship• Shorter distribution channels• Greater emphasis on personal selling
The small number of large, geographically concentrated buyers in this market makes shorter channels and long-term relationships feasible/necessary. Both of these factors favor personal selling.
• Greater web integrationThe web is a perfect tool to speed communications required for effective coordination between partners who trust each other.
• Unique promotional strategiesE.g., trade show, public relations
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Unique Nature of B2B
BUSINESS TO BUSINESS DEPENDS ON:
• Close Business and Personal Relationships
• Shorter Distribution Channels
• Emphasis on Personal Selling
• Dependence on WEB Integration
and
• Unique Promotional Strategies
Because of
Leads to
Through
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IBM
ComponentsRaw materialsAssemblies
OEM Capital equipment Accessory equipment Facilitating services and products
Maintenance, repair, and operations supplies
Components Raw materials Manufactured materials
Supply houses
Value-addedresellersIntegratedsolutions vendors
Maintenance repair, and operationssupplies
Distributors
Originalequipment products
Users
OEM partsManufactured materialsSubassemblies
Customer Focused Team Structure
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Business Markets Challenges• The size and location of customers – bigger, fewer, and
concentrated
• Strict performance standards for products by customers -
organizational purchasing have strict performance standards for products: cost constraints; design specifications; delivery windows and durability requirements
• Complicated purchasing decisions – Involvement and time: a large number of people involved require a longer time to negotiate
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Business Market Face Derived Demand
• Derived Demand
- The reality that business demand for products & services is shaped by the requirements of the products and services demanded by their customers
- Most demand comes from consumers
• Joint Demand
- Situations in which two products are used together and demanded together
- The demand for each is significantly affected by changes in the demand for the other
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Example: Derived Demand Simplified
You can make headlamp assemblies for autos – Auto company’s demand for headlamp is affected by the consumers’ demand for cars.
Consumers want more cars Automobile
manufacturers need more components and steel
Need more of your company’s headlamp assemblies
Consumers stop buying cars Automobile
manufacturers stop making cars
You can’t sell headlamp assemblies
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Transported via facilitating services
Raw Materials
Manufactured materials
Sub- assembly
Assembly Component parts
Finished car
Purchase order printed—facilitating product
Amount and type of car determined by
research—facilitating service
The Entire Systems
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Understanding the Market
Three critical questions for a successful B2B program
A business must determine:
1. Who Are Its Customers? (Target markets)
2. What Do Its Customers Want? (Identify)
3. How Do Its Buyers Make Their Buying Decisions? (Identify)