Chapter 1:

Business Market
Management:
Guiding Principles
Guiding Principles of Business Market
Management

• Regard value as the cornerstone

• Focus on business market processes
• Stress doing business across borders, and
• Accentuate working relationships and business
networks
 Basic Concepts

• Business Market Management is the

process of understanding, creating, and
delivering value.
• Business Markets are firms, institutions,
or governments that acquire products
and services.
 Marketing Management Matrix
Functions and Processes
Processes

Understanding Creating Value Delivering Value

Value

F
u Product
n
c Price
t
i Promotion
o
n Place
s
 Business Market Management
Processes and Sub-Processes

Processes

Understanding Creating Value Delivering Value

Value

Sub-Processes
Understanding Crafting Managing New Offering Business Sustaining Reseller Sustaining
Market Gaining
Firms as Customers Market Market Realization Channel Partnerships Customer
Sensing Customers
Offerings Offerings Management Relationships