Marketing B2B chap001[2]
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Transcript of Marketing B2B chap001[2]
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McGraw-Hill/Irwin Copyright 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
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Part One
Business Markets and
Business Marketing
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McGraw-Hill/Irwin Copyright 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
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Introduction to
Business Marketing
Chapter
One
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McGraw-Hill/Irwin Copyright 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
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1:1 Media
Direct Marketing= aninteractive form ofmarketingusing one or more advertisingmediato effect a measurable
responseor transaction fromany locationwith this activitystored on a database.
Is it advertising or selling?
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McGraw-Hill/Irwin Copyright 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
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Mail & Phone Together
Synergies in ability
Interactive effects onresults
Dont wait!
Response compression Results
Economics
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Introduction to B2B Marketing
What is it? Why study it?
Whats different?
Whats it all about (where are wegoing?)
The Nature of business markets Markets & failures Relationships
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B2B Definition
Marketing products and services toorganizations -- Producers, institutions,govt. -- excluding resellers to consumers OEM, Users, Reseller
Products and services include: Materials, parts, components Facilitating services: consulting, shipping,
payroll, etc.
Installations: Buildings, golf course, heavyequipment
MRO supplies
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So What?
Your career may be here
Its a huge economy of issues &opportunity
Its different!
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The Power of Markets
Supply & demand
Motivated by self gain
Executed in voluntary exchange
Orchestrated by contracts & price
Self-adjusting
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Alternatives Rediscovered
From a tribal age oftight cultural bondsand isolatedgeneralists.
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To the dawning age ofmercantilism and
industrial revolution
To a new era oftechnical complexity,commercial & socialuncertainty, and razor
sharp efficiencystandards.
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* The return of the clan!And More!
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