Analyzing Business Markets

Avian CoMay 12, 2010

AGSB - Marketing

7 Concepts in

Ateneo School of Medicine and Public Heath

Outline:

1. Getting to know the Business Market and the Buying Situations

2. How do business buyers make their decisions?

3. Building strong relationships with business customers.

Outline:Connecting with Customers…

Ateneo School of Medicine and Public Heath

Concept 1:

The Business Market where products are sold as part of another production process

Ateneo School of Medicine and Public Heath

Kotler: Texas Instruments, PPG Industries

Local: Leslie’s Corp., PLDT/SMART, Neo laptop

RP Medical Application: Hospital services, PhilHealth, Anti-rabies vaccine

Concept 1:

The Business Market where products/services are sold as part of another production process

Ateneo School of Medicine and Public Heath

Straight Rebuy

Modified Rebuy

New Task

Concept 2:

Buying Situationsaffects the buying requirements, the people involved, and the time required

Ateneo School of Medicine and Public Heath

Kotler: Orica Ltd.

Local: Light Railway Transit (LRT), Smartmatic PCOS

RP Medical Application: generic drugs, B Braun

Ateneo School of Medicine and Public Heath

Concept 2:

Buying Situationsaffects the buying requirements, the people involved, and the time required

Ateneo School of Medicine and Public Heath

Concept 3:

Systems Buying and SellingBidding and Contracting

Ateneo School of Medicine and Public Heath

Concept 3:

Systems Buying and SellingBidding and Contracting

Turnkey solutions

desired; Bids solicited

System subcomponents assembled

Prime Contractors

Second-tier Contractors

Ateneo School of Medicine and Public Heath

Concept 3:

Systems Buying and SellingBidding and Contracting

Kotler: Shell Oil

Local: Agricultural supplies, catering services

RP Medical Application: Anti-rabies vaccines in local govt units, TDF for GF projects

Ateneo School of Medicine and Public Heath

Concept 4:

Identifying the Buying Center = decision-makers

Small Sellers

Large Sellers

Key Buying Influencers

Multilevel In-depth Selling

Ateneo School of Medicine and Public Heath

Concept 4:

Identifying the Buying Center = decision-makers

Shares common goals and risks TARGET:

Personal motivations Perceptions Preferences

Ateneo School of Medicine and Public Heath

Kotler: General Motors, SAS Institute Inc.

Local: Housewives (decision-makers targeted by commercials for home care products)

RP Medical Application: Doctors targeted by medreps

Concept 4:

Identifying the Buying Center = decision-makers

Constant communication

Concept 5:

Satisfying the Key Buying Influencers

Ateneo School of Medicine and Public Heath

Concept 5:

Satisfying the Key Buying Influencers

Ateneo School of Medicine and Public Heath

Kotler: Symantec (Norton)

Local: Government

RP Medical Application: Doctors, Prof. Gage (hospital admin)

Concept 6:

The Benefits of Vertical Coordination (Mutual Benefits)

Ateneo School of Medicine and Public Heath

Knowledge and Trust

Concept 6:

The Benefits of Vertical Coordination (Mutual Benefits)

Ateneo School of Medicine and Public Heath

Kotler: Lincoln Electric and The Holland Binkley Company; Motoman Inc. and Stillwater Tech

Local: Food stalls in ASMPH

RP Medical Application: TMC (patient as partners),

Concept 7:

Business Relationships: Risks and Opportunism

Ateneo School of Medicine and Public Heath

Strive for joint benefits

Concept 7:

Business Relationships: Risks and Opportunism

Ateneo School of Medicine and Public Heath

Kotler: Ford Taurus and Lear Corporation

Local: ZTE

RP Medical Application: Mercury drug and pharmaceutical companies, Wyeth

Analyzing Business Markets

Avian CoMay 12, 2010

AGSB - Marketing

7 Concepts in

Ateneo School of Medicine and Public Heath