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CHAPTER 7 Business Marketing
CHAPTER FEATURES
✓ Marketing Metrics In order to determine who potential customers are and how to best
approach them, a software company must calculate the amount of
work that qualifying and closing sales leads will require. This will
allow them to determine how large a salesforce to employ to
maximize resources.
✓ Ethics in Marketing Lockheed Martin’s Board of Directors has adopted the booklet,
Setting the Standard as the company’s Code of Ethics and Business
Conduct. The Code includes three key components: a culture of
integrity, our vision, and our values.
✓ Case Study The Pantone Matching Systems have served as the industry standard
in color matching and identification. Over time, Pantone has added
additional supplemental color-matching systems for various
applications.
✓ Company Clips Darci Andresen, head of Advertising Sales & Special Promotions for
ReadyMade describes the process she goes through when seeking
new advertisers. Cultivating those relationships is an important
component of making the company successful.
Chapter seven includes eight learning outcomes that help students become more familiar with business marketing. The
chapter outline provides detailed analysis of these learning outcomes, listing PowerPoint slides and review questions as
they correspond to sections of the text. Answers and explanations for end-of-chapter exercises are included following the
outline. Supplemental exercises for video, classroom, and group activities are also included throughout the manual to
provide more ideas on instructional applications. The last section lists great ideas for teaching marketing from faculty
from around the country.
LEARNING OUTCOMES
CHAPTER OUTLINE
PowerPoint 7-5: Business marketing is the marketing of goods and services to individuals and
Business Products organizations for purposes other than personal consumption.
Class Activity: Asks The use of the Internet to facilitate activities between organizations is called
students to go to business business-to-business electronic commerce (B-to-B or B2B e-commerce).
oriented Web sites and
report on the effectiveness Companies selling to business buyers face the same challenges as all
of the informational and marketers including determining who, exactly, the market is and how best to
marketing aspects of those reach them. This is particularly difficult in business marketing because
sites. business has rapidly moved online ad overseas.
B. Resellers
D. Institutions
PowerPoint 7-21: The NAICS is a valuable tool for business marketers in analyzing,
Example of NAICS segmenting, and targeting markets. The hierarchical structure of NAICS
Hierarchy allows industry data to be summarized at several levels of detail:
PowerPoint 7-22: 1. The first two digits designate a major economic sector.
NAICS 2. The third digit designates an economic subsector.
3. The fourth digit designates an industry group.
4. The fifth digit designates the NAICS industry.
5. The sixth digit, when used, identifies subdivisions of NAICS
industries that accommodate user needs in individual countries.
3. Joint demand occurs when two or more items are used together in
a final product. An increase in demand for the final product will
affect all of the jointly demanded products.
B. Purchase Volume
C. Number of Customers
D. Location of Buyers
More than half the nation's industrial purchasers are located in just seven
states: New York, California, Pennsylvania, Illinois, Ohio, Michigan,
and New Jersey.
E. Distribution Structure
Review Question 6.2 Many consumer products pass through a distribution system that includes the
producer, one or more wholesalers, and a retailer. Direct channels are much more
common in business marketing than in consumer marketing.
F. Nature of Buying
H. Type of Negotiations
I. Use of Reciprocity
J. Use of Leasing
Consumers normally buy products rather than lease them. But businesses
commonly lease expensive equipment, such as computers, construction
equipment and vehicles, and automobiles.
Marketing Metrics
Business Market Product Launch and Sales Force Size
In order to determine who potential customers are and how to best approach them,
a software company must calculate the amount of work that qualifying and closing
sales leads will require. This will allow them to determine how large a salesforce to
employ to maximize resources. Based on the calculations performed in this box, a
marketing manager would employ 38 salespeople to meet the outlined parameters.
A similar method can be used for projecting revenue and salesforce requirements in
a number of industries.
B. Accessory Equipment
C. Raw Materials
D. Component Parts
E. Processed Materials
F. Supplies
Supplies are consumable items that do not become part of the final
product, such as lubricants, detergents, paper towels, pencils, and paper.
G. Business Services
Business services are expense items that do not become part of a final
product. Outside providers perform such tasks as advertising, janitorial,
advertising, legal, management consulting, maintenance, and other
services.
A. Buying Centers
Vendors need to identify and interact with the true decision makers.
Other critical issues are each member's relative influence and the
evaluative criteria used by each member.
D. Business Ethics
Ethics refers to the moral principles or values that generally govern the
conduct of an individual or a group. It can also be viewed as the standard
of behavior by which conduct is judged.
Ethics in Marketing
Code of Ethics at Lockheed Martin
Lockheed Martin’s Board of Directors has adopted the booklet, Setting the Standard as
the company’s Code of Ethics and Business Conduct. The Code includes three key
components: a culture of integrity, our vision, and our values.
E. Customer Service
1. Business marketers are increasingly recognizing the benefits of
PowerPoint 7-36: developing a formal system to monitor customer opinions and
Customer Service perceptions of the quality of customer service.
3. Some customers are more valuable than others are. By giving the
most valuable customers superior service, a firm is more likely to
keep them happy, hopefully increasing retention of these high-
value customers.
TERMS
accessory equipment joint demand processed materials
business marketing (industrial keiretsu raw materials
marketing)
business services major equipment (installations) reciprocity
business-to-business electronic modified rebuy reintermediation
commerce multiplier effect (accelerator relationship commitment
principle) stickiness
buying center new buy straight rebuy
component parts North American Industry strategic alliance (strategic
Classification System (NAIC) partnership)
derived demand supplies
disintermediation original equipment manufacturers trust
(OEMs)
Suggested Homework:
• The end of each chapter contains numerous questions that can be assigned or used as the basis for longer
investigations into marketing.
Chapter 7 ♦ Business Marketing 7-11
REVIEW AND APPLICATIONS
1.1 As the marketing manager for Huggies diapers, made by Kimberly-Clark, you are constantly going head-to-
head with Pampers, produced by rival Procter & Gamble. You are considering unlocking the potential of
the business market to increase your share of the disposable diaper market, but how? Write an outline of
several ways you could transform this quintessentially consumer product into a successful business product
as well.
Students’ answers will vary and should identify not only new types of buyers, but new types of promotion and
pricing strategies as well. New packaging may also be required.
2.1 How could use you use the Web site www.BtoBonline.com to help define a target market and develop a
marketing plan?
This Web site provides some services to organizations that wish to do business with other organizations. Links
on the Web site include: services, resources, finance, tools, media kit, and access to Business to Business
Magazine. To find a potential target market, the first area that potential marketers should use is the resources
link. This link provides a list of various organizations—such as U.S. government agencies, international
organizations, and magazines/newspapers—and provides links to these Web sites. If a company is considering
targeting the U.S. government, for example, it can link to the U.S. government agency Web site and read all
about it. That will provide some information on the needs of the target market and how it goes about accepting
bids. The Web site is not very good at helping companies identify private enterprise target markets, as those
would be too numerous to list.
2.2 Reconsider question 1.1. How could you use the Internet in your business marketing of Huggies diapers?
Students’ answers will vary but should include ideas for all four Ps.
3.1 Why is relationship or personal selling the best way to promote in business marketing?
In most cases, business selling relies on a long-term relationships and repeat buying. Close communication and
ongoing dialog is essential to satisfying the customers.
4.1 Understanding businesses is the key to business marketing. Publications like Manufacturing Automation,
Computer Weekly, Power Generation Technology & Markets, and Biotech Equipment Update can give you
insights into many business marketing concepts. Research the industrial publications to find an article on a
business marketer that interests you. Write a description of the company using as many concepts from the
chapter as possible. What major category or categories of business market customers does this firm serve?
Student answers will vary since they can select any business marketer.
4.2 What do you have to do to get a government contract? Check out the Web sites www.fedbizopps.gov and
www.governmentbids.com to find out. Does it seem worth the effort?
5.1 Pick a product and determine its NAICS code. How easy was it to trace the groups and sectors?
Students should visit the NAICS web site at www.census.gov/eos/www/naics/. Students’ answers will vary
depending on the product selected.
6.2 Your boss has just asked you, the company purchasing manager, to buy new computers for an entire
department. As you have just recently purchased a new home computer, you are well educated about the
various products available. How will your buying process for the company differ from your recent purchase
for yourself?
As with family purchasing decisions, several people may play a role in the business purchase process. The boss is
the initiator and may be the decider. The coworkers for whom the computers are being purchased will be the users,
and you are the purchaser but may also be an influencer. Business buyers evaluate products on quality, service, and
price—in that order. As a consumer, price may be the first priority in a computer purchase, and service may not
even be an issue at all. Since you will be investing a large amount of capital resources in the new computer system,
lengthy negotiations will most likely take place; this does not generally happen with consumer purchases of
computers. Lastly, you may decide to lease the computers. In the business environment it is more critical to stay
abreast of new technologies, necessitating more frequent upgrades than for home use.
7.1 In small groups, brainstorm examples of companies that feature the products in the different business
categories. (Avoid examples already listed in this chapter). Compile a list of ten specific products including
at least one in each category. Then, match them up with another group. Have each group take turns naming
a product have the other group identify its appropriate category. Try to resolve all discrepancies by
discussion. Some identified products might appropriately fit into more than one category.
8.1 A colleague has sent you an e-mail seeking your advice as he attempts to sell a new voice-mail system to a
local business. Send him a return e-mail describing the various people who might influence the customer’s
buying decision. Be sure to include suggestions for dealing with the needs of each of these individuals.
8.2 Intel Corporation supplies microprocessors to Hewlett-Packard for use in their computers. Describe the
buying situation in this relationship, keeping in mind the rapid advancement of technology in this industry.
APPLICATION EXERCISE
Purpose: This exercise helps students confront the gray areas in their own ethical perceptions.
Setting It Up: You can have students work individually, in pairs, or in groups to complete the checklist on page 219 of
their book. Expect some debate, as differences over what students consider ethical are bound to arise. After students have
had adequate time to determine the gifts they find ethical, show them the grid below. Discuss any differences in
perceptions.
This exercise was inspired by the following Great Idea in Teaching Marketing:
This exercise can be used during a logistics or ethics segment in my basic Marketing class. The students find it quite
enjoyable and it helps promote student participation in the classroom. I have developed a standard list of gifts and
gratuities that are offered to purchasing agents. This list was developed based on personal research as well as other
current research in this area. I distribute the list along with a scenario that places the students in the roles of purchasing
agents. The students are asked to then indicate the acceptability of the gifts and gratuities to them. The class then
computes the averages and compares the results to previous outcomes of practitioners. The results typically generate
some spirited discussion.
TYPE OF GIFT/FAVOR A B C D E F G H
Advertising Souvenirs 29 19 69 30 54 80 73 92
Automobiles 0 0 — 0 — — 1 1
Clothing 5 0 6 16 0 — 7 3
Dinners 38 10 22 79 8 - 48 70
Discounts on Personal Purchases 11 5 9 18 15 — 11 21
Food & Liquor 31 5 49 40 0 36 30 29
Golf Outings 26 5 2 57 0 — 28 47
Holiday gifts 27 17 29 56 0 — 43 30
Large Appliances 0 0 — 0 — 2 1 1
Loans of Money 0 0 — 0 — — 1 1
Lunches 47 24 36 93 23 80 68 90
Small Value Appliances 2 5 0 6 0 6 6 6
Tickets (Sports, Theater, Etc.) 28 5 13 59 0 42 37 60
Trips to Vendor Plants 39 11 42 48 0 — 31 51
Vacation Trips 0 0 0 2 0 4 2 2
1. Would it be legal and ethical for Cameron Stock to accept this gift?
It may be legal to accept the gift in certain states, but it would not be ethical. Although Cameron has built a
strong relationship with the supplier over the years, accepting such a lavish gift would entangle the business and
personal relationships. One alternative might be for Cameron to accompany the supplier on the trip, but to pay
his own way.
2. How is this addressed in the AMA Statement of Ethics? Go to the AMA Web site at
www.marketingpower.com/AboutAMA/ and reread the Statement of Ethics. Write a brief paragraph
summarizing where the AMA stands on the issue of supplier gifts.
There is no specific paragraph in the code regarding supplier gifts. There is, however, a rule against exercising
coercion in the marketing channel. The acceptance of the gift could be construed as exercising coercion in the
marketing channel, since the supplier would be implicitly trying to give a reason for Cameron to continue to
purchase parts and materials from him, rather than switching to another supplier, who may offer a lower price,
better terms, and so forth.
Purpose: For continued general assistance in business plans and marketing plans, students should visit
www.bplans.com or www.businessplans.org. Students should also refer to the Marketing Plan Outline-Appendix A in
Chapter 2 for additional checklist items. Students should complete the exercises on pages 265-266 to continue the
marketing plan.
CASE STUDY
1. Pantone’s color-management systems were designed in a business environment and are primarily
employed by businesses and entrepreneurs seeking to standardize colors across various production
applications. Do you think Pantone’s systems might have any use for regular consumers, though? If so
how?
Answers and examples will vary. Generally though, consumers will most likely be color conscious as well, for
instance as they are shopping for clothes or home furnishings. Do-it-yourself type consumers might particularly
find color management systems useful in their projects, such as making sure the fabric they would use to sew a
dress matches the color of the purse they just bought at T.J. Maxx or the paint for their living room matches the
color of their new couch.
2. The colors in Pantone’s systems are created from the proprietary formulations for a base set of inks.
What kind of demand do the inks have with the color management systems as a whole?
The demand relationship would be one of derived demand. If businesses don’t adopt the Pantone color system,
they won’t necessarily need the Pantone inks and their specific formulations. Therefore, demand for the inks is
“derived from” the demand for the color system.
Chapter 7 ♦ Business Marketing 7-15
Some might also argue for joint demand, as the color system and the ink formulations must be employed
together to truly be effective. However, while the leader in the field, Pantone color-management systems are not
an official standard, and therefore some businesses might attempt to approximate formulations without using
the specific Pantone inks.
The management system itself is probably best described as a business service. The system is used to provide a
standardized means of communication between various business parties, as well as with customers. So the
system itself is not an actual part of the final product, but provides a service that facilitates interbusiness
operations. The Pantone inks and the formulations used to produce specific colors would probably be
component parts—not finished products, but also not raw materials as they have already received some
processing.
Like most periodicals, ReadyMade relies on advertisers for much of its revenue. Finding companies interested in
advertising in the magazine and cultivating those relationships is an important component of making the company
successful. ReadyMade must constantly market its product to potential investors through personal contact and
solicitation. ReadyMade also must develop relationships with distributors and other businesses that will directly or
indirectly promote the magazine and help make it successful. As you watch this video, notice the strategies that Darci
Andresen describes as she explains the process she goes through as head of Advertising Sales & Special Promotions
when seeking new advertisers.
Solutions for Viewing Activities (also for the Company Clips questions in the textbook):
1. When marketing to potential advertisers, what strategies could ReadyMade use to promote itself without
having to rely on hard statistics about its readers?
Since ReadyMade does its own readership data compiling, and is not formally audited, it sells the quality of its
readership or audience—not the quantity.
2. What sort of strategic alliances does ReadyMade maintain? In what ways are these partnerships
beneficial to the magazine?
The magazine prides itself on its authenticity, that is, it will not sell influence over content or special requests to
combine certain advertising with certain editing decisions to make a short-term profit with advertisers.
ReadyMade considers those requests as a conflict of interest—its loyal readership trusting in its authentic
content. Advertising has shifted focus to integrated advertising. For example, advertisers are encouraged to
include their material in goody bags for special events that will have audience interaction, such as
ReadyMade’s sponsorship of local music shows.
3. Go to ReadyMade’s Web site, www.readymademag.com. What evidence do you see of its business
partnerships? How does it use its Web site to market itself to businesses?
Students’ responses will vary. ReadyMademag.com has a banner ad at the top of its site, as well as side-bar
advertising on its home page.
Divide the class into small groups of 4-5 people. Provide the information and the questions asked by the class activity.
Discussion board questions provided to students to encourage them to engage in thinking and writing about the
content of the Principles of Marketing course usually take the form of a provocative statement to which students are
asked to respond. An example of this would be: All PR is good PR.
Discussion topics such as this one are abstract and often require that the instructor provide an initial reply to show
students what is expected of them in their own replies. For students with limited work experience, this approach may be
quite appropriate. For adult students with extensive experience as employees and consumers, however, the abstract
nature of such topics can be frustrating.
I have developed, therefore, a series of discussion board questions to use with experienced, adult students. These
questions are designed to encourage them to use their experiences as employees and consumers as doorways to better
understand the course material, and to make their own responses more interesting to themselves and to the other students
in the class who will read and comment on them.
Each question has three parts:
1. First, there is a sentence or two from the students' textbook introducing the topic. By using the text author's
own words, students are enabled to locate relevant material in the text more easily, the text content is
reinforced, and confusion resulting from use of variant terms or expressions is minimized.
2. Second, there is a reference to text pages the student should review before proceeding. Since the goal of the
exercise is for students to apply the course content to their own experiences, reviewing the content first is
important.
3. Third, there is a request for the student to think about or remember some specific situation in their experience to
which they can apply the text material, and a question or questions for them to address in their reply.
Here are additional such discussion board questions developed for Chapter 6 of Marketing 9e. Each is written to fit
the same text cited above but could easily be rewritten and revised to fit another text.
Series A
1. The business market consists of four major categories of customers: producers, resellers, government, and
institutions.
2. Review these categories on pages 191-192 of your text and the types of business products on pages 197-199 of
your text.
3. Then describe which category your employer falls into and what sort of products it buys.
Procedure
The three decision evaluations represent different product categories in organizational buying — office copiers,
accessory goods that do not become part of the final product; painted sheet metal, component parts; and an industrial
boiler system, major equipment or a capital installation (Lamb, Hair, and McDaniel 1992). Use of these three decisions
illustrates the wide range of products that may be procured by a buyer or purchasing agent.
Each exercise is designed so that there is no right or wrong answer. The "suppliers," represented by the attribute
combinations, represent a pool of vendors from which the buyer can chose. The display of the nine suppliers is a
fractional factorial design that has each of the four decision variables (price, quality, delivery, service) represented in
orthogonal combinations. The expression of these attributes varies depending in order to be decision specific. For
example, quality for the boiler system is expressed in terms of pollution control while quality for copiers is expressed as
the number of features available.
Part A: Individual Evaluation - A helpful class exercise is to have students’ role play as organizational buyers to work
through these decisions individually. Students are instructed to read the decision context statement and then examine the
nine "vendors" described by each block. For example, in the copier decision, vendor N offers a copier that is priced at
$3,500, has the A level feature package (see bottom of decision), requires two hours of maintenance (downtime) per
month, and can be delivered in two weeks. Students then should cross out any vendors that are not acceptable — for
whatever reason. Of the acceptable vendors, students divide 100 points to represent how they want to source the
decision. For example, one copier vendor could be given all 100 points or the buyer (student) can use a multiple sourcing
strategy by dividing the points among several (50/50, 70/30, 40/40/20, etc.).
At this point, the decision evaluations illustrate the concepts and variables that organizational buyers use in selecting
suppliers. After completing the decision individually, students can be asked to offer their "solution" to the buying
decision. Since there is no right or wrong way to complete the exercise, students will differ in their solutions. Discussion
of several of their solutions illustrates the concept of tradeoffs in buying and the fact that organizational buyers have
different levels of expectations in buying. What is important to one buyer may not be as important to another. In
addition, evaluation of decisions in a systematic, "rational," way is sometimes different from consumer buying (e.g.,
impulse purchases).
Part B: Group Evaluation - The second part of the exercise involves group decision-making. Arrange students in
groups of 2 to 4 persons and have them evaluate these decisions again but this time they all must agree on the point
allocations among suppliers. In discussing group solutions, the instructor may ask if there was any conflict and if so, how
was it resolved? If the group's decision was very different from an individual's original evaluation, the students may
discuss the dynamics of the decision-making process in how preferences were changed. This part of the exercise
illustrates concepts such as a buying center, roles of members in group decisions, and conflict management/resolution.
REFERENCE: Lamb, Charles W., Joseph F. Hair, and Carl McDaniel (1992), Principles of Marketing, Cincinnati,
OH: Southwestern Publishing.
Decision Context: Your firm needs a new copier to supplement current copiers already in place. Moderate
volume use (25,000 copies per month) is expected.
Decision Context: Your firm needs to consider vendors for awarding annual purchase agreements. The contract
to supply the annual requirement of painted sheet metal may be awarded to one of several vendors described
below.
Decision Context: Your company needs a boiler system for a new office building. Evaluate the alternatives in
terms of making recommendations to senior management about which vendor(s) would best meet your company’s
needs.
The Dilemma: In order to demonstrate their knowledge of marketing principles on two learning levels —
comprehension and application — students are often asked to prepare a marketing plan for a new product. Traditionally,
they are required to produce a business document and an academic treatise simultaneously within the same written
report. This dichotomous intellectual responsibility not only creates a dilemma for the student relative to preparation, but
also for the instructor relative to evaluation.
The Solution: In order to separate the two distinct requirements, a supplemental reporting component is added to the
assignment; in effect, the plan is subdivided into two sections:
1. A "B" section provides the practical BUSINESS document that explicitly presents the "what and when" of the
strategic plan. Two requisites are prescribed; section B must be capable of standing alone as a marketing plan,
and a visual, graphic communication style need to be employed.
2. An "A" section provides the complimentary theoretical ACADEMIC manual that essentially explains the "why"
behind the strategy decisions presented in section B. Two requisites are prescribed; sources and derivations of all
B section material must be included, and an efficient cross reference system between the sections needs to be
utilized.
Present the elements of the plan; Vs Present the rationale behind the
information, data, and strategy strategies; sources, derivations and
decisions explanations
Project the plan in terns of what, how, Vs Project the plan in terms of why
when, where, and who
Specific decisions; the result of Vs Corresponding rationale; the process
thinking of thinking
Conclusion: The tested technique of subdivision avoids the muddled mix of applied strategic marketing decision
making and corresponding theoretical supporting rationale in a single report. Both parties, the student and instructor,
consequently gain a clearer mind-set for the preparation and evaluation of the business and academic requirements of the
marketing plan assignment.
Students are divided into teams of three to five members. Each team works together throughout the quarter. Teams each
select a corporation and research that company for all project assignments. The final project grade is based partially on
peer evaluations.
PROJECT ASSIGNMENT I
Through a 10-12 page paper, students become familiar with the company and the environmental forces that shape the
company and its industry. The report also entails a marketing opportunity analysis.
PROJECT ASSIGNMENT II
Group
Presentation: Each team presents its project to the class. All members participate equally. The team not only presents
its findings, but must be able to defend its plan to the class. Use of visual aids is encouraged. ,
Group
Competition: In addition to the instructor's evaluation, class members vote for the best group presentation. The
winning team members earn bonus points.
Kunnioittaen
Alexander L. Kielland.»
II.
Teidän
Alexander L. Ki.»
III.
Teidän
Alexander L. Kielland.»
IV.
Teidän
Alexander L. Kielland.»
*****
I.
II.
»Ystäväni.
III.
IV.
*****
»Hän tuli maalta. Hän oli hyvin pitkän taistelun jälkeen lopultakin
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Yksin, kuten hän oli tähänkin asti elänyt, hän nyt päätti luoda
itselleen vaikutuspiirin, hän tahtoi tulla joksikin, hän tahtoi, että
hänestä jäisi joitakin jälkiä. Hän oli lopultakin päässyt pois
ahdistavasta ilmasta, joka oli uhannut tukehduttaa hänet, hän oli
saanut ilmaa siipiensä alle ja hän tahtoi lentää, lentää vapaasti ja
lentää korkealle ja iloita maailman ihmeellisestä kauneudesta ja
ihanuudesta. Hän ei voinut elää elämän pieniä velvollisuuksia varten,
hän ei voinut edes ihailla heitä, jotka niin tekivät, hän uskoi, että
heiltä vain puuttui kykyä suurempaan. Hän uskoi elämään, hän luotti
saavuttavansa onnen, palavalla innolla hän tahtoi ryhtyä kaikkeen,
nähdä kaikkea, oppia kaikkea, oppia, oi Jumala, mikä onni! Hän
tahtoi, että tulisi jotain, joka kokonaan valtaisi hänen olemuksensa,
jokaisen ajatuksen, jokaisen tunteen, jokaisen veripisaran hänen
ruumiissaan. Hän etsi, hän kaipasi, hän janosi jotain, jota hän koko
elämänsä oli janonnut. — ‒ ‒