Ch7 Kotler and Keller presentation
description
Transcript of Ch7 Kotler and Keller presentation
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ANALYZING BUSINESS MARKETSChapter 7, Kotler & Keller
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+Six Questions Covered
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+I) Business versus Consumer Market
Close relationshipProfessional purchasingMult. buying influences, sales
Fewer, large buyers
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+I) Business versus Consumer Market
Direct purchasing Concentrated buyersDemand
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+II) Buying Situation
STRAIGHT
MODIFIED
Supplier
New Task
Marketer’s greatest opportunity and
challenge
Purchaser
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+II) Buying Situation
SYSTEMS BUYING
Primary Contractor
Second-tier Contractor
SYSTEMS SELLING
Key industrial marketing strategy for large-scale
projects
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+II) Buying Situation Building cement factory
SYSTEMS SELLING
TRUE SYSTEMS SELLING=
SYSTEMS SELLING +
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+III) Business-to-business buying 1. Buying Center
Purchasing Manager
Initiators
Users
Influencers
Deciders
ApproversBuyers
Gatekeepers
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+III) Business-to-business buying
Corporate brand
2. Buying Center Influences 3. Buying Center Targeting
Small seller
Large sellerOrganisation Economic,
strategic
Individual Achievemen
t, reward
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+IV) Purchasing/Procurement
Staged buying-decision : Buy-phases (8)
Decision Making
(1) Problem recognition
MarketersProduct spec.
(2-3) Need and product specification
MultipleSingle
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+IV) Purchasing/ProcurementDecision Making
(4) Supplier Search
E-procurement
Direct linksAlliancesRFPs
Advantageous
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+IV) Purchasing/ProcurementDecision Making
(5) Proposal solicitation
FormalSimple products
(6) Supplier selection
Beauty Contest
PriceReputationProduct reliabilityService reliabilitySupplier flexibility
Next: Price pressure, # of suppliers
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+IV) Purchasing/ProcurementDecision Making
(7) Order-routine specification
(8) Performance review
EvaluationRatingPerformance vs. price
Final orderTech. spec.Qty neededDeliveryReturn policyWarranties
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+V) Customer Relationships
Create more value, establish trust.
Advertising agencies and clients:
(a)Market growth
(b)Information asymmetry
(c) Barriers to entry
(d)Dependence asymmetry
(e)Economies of scale
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Buyer-Supplier relationship: Alternatives, importance of supply, supply complexity and supply market dynamism.
V) Customer Relationships
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Buyer-Supplier relationship: Alternatives, importance of supply, supply complexity and supply market dynamism.
V) Customer Relationships
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Institutional markets
VI) Institutional, Govt. Markets
Characterized by: Low budgets and captive clienteles
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Government markets
VI) Institutional, Govt. Markets
Suppliers bid, contracts go to lowest bids
Spending subject to public review
Can be nationalistic
Cumbersome: Comprehensive bid can be 500-700 pages
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+Summary
Think BUYDecide
Organizational buying
Decision making process
Business market
Few large buyers
Buying center
Decision making unit
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+Summary
Think BUYDecide
Buying process
Eight buyphases
Business marketers
Strong bonds,values
Inst., Govt markets
Customer, Supplier