MARKETING MANAGEMENT 12 th edition 7 Analyzing Business Markets KotlerKeller.
Chapter 07 analyzing business markets
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Transcript of Chapter 07 analyzing business markets
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Chapter 7: Analyzing Business Markets
Roseller O QuinMarketing ManagementAteneo de Manila Graduate School of BusinessRockwell, Makati
![Page 2: Chapter 07 analyzing business markets](https://reader035.fdocuments.net/reader035/viewer/2022081421/55898eebd8b42a61198b466d/html5/thumbnails/2.jpg)
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
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The Buying Center
Initiators
Users
Influencers
Deciders
Approvers
Buyers
Gate-keepe
rs
Concept 1
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Examples on Concept 1
The Buying Center
Initiators
Users
Influencers
Deciders
Approvers
Buyers
Gate-keepe
rs
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Problem Recognition
Need/ Product
Description
Supplier Search/ Proposal
Solicitation/ Selection
Order-Routine
Specification
Performance Review
Stages in the Buying Process
Concept 2
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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
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Internal Engineering Design
Focus-groupValue AssessmentField Value-in-Use
Assessment
Conjoint Analysis
Concept 3
Researching Customer Value
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CompositionalApproach
Direct Survey Questionaires
Importance Ratings
Researching Customer Value
Concept 3
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Industry Analysis of Organic Agriculture
Community Supported Agriculture
On-going Farmers’ Practices
Organic Market and Production Analysis
Researching Customer Value
Examples of
Concept 3
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Traditional FarmingPractices
Consumer AwarenessPreference
Consumer Ratings on Organic
Researching Customer Value
Benchmarks
Examples of
Concept 3
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Establishing Corporate Trust and Credibility
Expertise
LikeabilityTrustworthiness
Trust and Credibility
Concept 4
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Examples on Concept 4
Organic Agriculture Extension Capability
Market Visibility and Credible Producers
Organic StandardsAnd Certification
Trust and Credibility
Establishing Corporate Trust
and Credibility
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Trust Dimensions
Product/ Service Quality
Incentive
Partnering Cooperative Design
Concept 5
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Transparency
Supply Chain
Pervasive Advocacy
Product Comparison
Trust DimensionsConcept 5
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Trust Dimensions
Product/Service Quality
Incentive
Partnering
CooperativeDesign
Examples on Concept 5
![Page 16: Chapter 07 analyzing business markets](https://reader035.fdocuments.net/reader035/viewer/2022081421/55898eebd8b42a61198b466d/html5/thumbnails/16.jpg)
Trust DimensionsExamples on Concept 5
Transparency
Supply Chain
Pervasive Advocacy
Product Comparison
![Page 17: Chapter 07 analyzing business markets](https://reader035.fdocuments.net/reader035/viewer/2022081421/55898eebd8b42a61198b466d/html5/thumbnails/17.jpg)
Categories of Relationships
Basic buying and selling
Bare bonesContractual transaction
Customer supply
Buyer
SellerConcept 6
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Cooperative systems
CollaborativeMutually adaptiveCustomer is King
Categories of Relationships
BuyerSellerConcept 6
![Page 19: Chapter 07 analyzing business markets](https://reader035.fdocuments.net/reader035/viewer/2022081421/55898eebd8b42a61198b466d/html5/thumbnails/19.jpg)
Examples on Concept 6
Categories of Relationships
Basic buying and selling
Bare bonesContractual transaction
Customer supply
Buyer
Seller
![Page 20: Chapter 07 analyzing business markets](https://reader035.fdocuments.net/reader035/viewer/2022081421/55898eebd8b42a61198b466d/html5/thumbnails/20.jpg)
Cooperative systems
CollaborativeMutually adaptiveCustomer is King
Examples on Concept 6
Categories of RelationshipsBuyer Seller
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“Characteristics of Business Markets”
Fewer, larger buyers
Close supplier-customer relationships
Professional purchasing
Many buying influences
Show and Tell . . .
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“Characteristics of Business Markets”
As Against . . . . Multiple sales calls Derived demand Inelastic demand Fluctuating demand Geographically
concentrated buyers
Direct purchasing
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The Organic Products
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The Organic Products
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Waltermart
Waltermart
Rustan’s
Rustan’s
The Market
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Rustan’s
Shopwise
Landmark
Landmark
The
MaRKet
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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
![Page 28: Chapter 07 analyzing business markets](https://reader035.fdocuments.net/reader035/viewer/2022081421/55898eebd8b42a61198b466d/html5/thumbnails/28.jpg)
Roseller O QuinMarketing ManagementAteneo de Manila Graduate School of BusinessRockwell, Makati
Chapter 7: Analyzing Business Markets