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Topic 1 Business To Business Marketing
Topic 1 Business To Business Marketing
Topic 1 Business To Business Marketing
Dr Simon Somogyi
Course Objectives
At end of this course you will: 1. Understanding of the marketing concept and how it applies to agricultural products 2. Understand the major forces of change that impact on the marketing of agricultural products 3. Understand the components of a business-to-business marketing strategy which accommodates the changes in the competitive environment facing an agribusiness firm
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1. Lecture
Course Activities
The lecture material will be available on the Blackboard site prior to the lecture. Echo 360 will be used in this course and recording will appear on the Blackboard site
2. Tutorial sessions
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Students to bring questions and have them answered/ discussed in a group setting. This session is not compulsory.
I urge you to attend and get involved.
Assessment
1. Within semester quiz (20%)
example quiz on the Blackboard site Tuesday 23rd April during the lecture. Externals do online in Blackboard.
business, functional roles, tangible and intangible resources Porters Value Chain, Industry Attractiveness model, SWOT analysis, Marketing Mix
Learning Objective
At end of this module you will: 1. Understand the role of marketing in a business 2. Understand the differences between business to business marketing and business to consumer marketing 3. Appreciate that marketing is more than advertising or selling
This raises the big questions: 1. What customers? 2. What goods and/or services
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The answers to these questions depends on: 1. What goals, capabilities and resources the business has, 2. What markets exist for the possible goods and services the business might produce, and 3. The competition the business has in these potential markets No business has the RIGHT to EXIST nor make a PROFIT
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PRODUCTION
THE BOARD
SALES
SENIOR
MANAGEMENT
FINANCE MARKETING
ADMINISTRATION
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Primary Activities
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Dunne 2006 13
Beef producer
Abattoir
Supermarkets
Wholesalers
Food Service
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Grain producer
Grain merchant
Flour Mill
Food Processor
Feed Mill
Bio-fuels
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Wholesaler
Wine shop
Merchant/ Distributor
Hospitality
Importer
Liquor store
Consumer
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Threat of Substitutes
The concept can be used to evaluate the attractiveness of a market segment to a business
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Competitive Analysis
Strengths v Weaknesses
Opportunities v Threats
Competitive
Environment
Suppliers
Buyers Competitors Substitutes
Target Markets
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Marketing Mix
Marketing Mix: Ingredients that are modified to make product attractive to consumer. Often referred as 4 Ps
marketer may use to provide information to different parties about the product
BREEDING
T R A N S P O R T
TASK
BACKGROUNDING
FEEDLOT
ABATTOIR
Apply Porters Industry Attractiveness Model to firms competing at the production, processing and retail stages of this supply chain
T R A N S P O R T
PORTION CONTROLLER
RESTAURANT
Customers
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GROWER
T R A N S P O R T
WHOLESALER
T R A N S P O R T
SUPERMARKET
Compare and contrast the requirements a customer at a supermarket expects with that a wholesaler requires of a cabbage grower
Consumer
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Summary
A firm will produce the goods and/or services that are compatible with its capabilities and resources, and it will endeavour to sell these goods and/or services to the customer(s) that provide it with an acceptable return on its investment of time, resources and effort
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The following slides are examples of what YOU should do to consolidate your understanding of what has been presented in the contact session.
This process will assist you in identifying points that need clarification either in the next contact session or via the Blackboard site
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Recap: example
What facts have we learnt about the role of marketing in a firm? What marketing terms do we need to define? What issues have been raised that we need to know more about?
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Recap: example
What facts have we learnt about the role of marketing in a firm?
Marketing coordinates all the activities of a firm
The marketing mix defines how a firm will compete in a market segment The marketing mix will change as the characteristics of the target market segment change
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Recap: example
What marketing terms do we need to define?
Marketing is a process that co-ordinates a firms competitive activities in a specific market segment. Marketing Mix is the features of a firms product (or service) when combined with its distribution channel, its promotional activities and its price structure define the customer value proposition the firm offers in a specific market segment.
A Market Segment is defined group of customers identified by a firm as being sufficiently attractive as to warrant the firm specifically attempting to satisfy their needs for a specific type of product and/or service.
Porters Value Chain is a model that identifies the major functional and support activities of a business that enable a firm to create value for its customers. Porters Industry Attractiveness model is a tool employed to establish the attractiveness of an industry to a current or potential participating firm.
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Recap: example
Definitions continued
A Supply Chain is a sequence of firms that are collectively responsible for the servicing of a customers needs in a specific market segment. Supply Chain Management is the process of coordinating the activities of firms within a supply chain so as to enhance the competitive position of the chain in the specific market segment(s) in which it chooses to compete. A SWOT analysis is a process undertaken by a business as part of its evaluation of its present competitive strategy.
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Recap: example
What issues have been raised that we need to know more about?
How a firm determines which market
segments to compete in
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Recap
what consumers want and focusing totally on meeting those needs is the essence of survival and prosperity in contemporary agricultural markets
(Australian Farm Institute Report, August 2006)
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