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Introduction To Business-to-Business Marketing: Prepared by John T. Drea, Western Illinois University
Introduction To Business-to-Business Marketing: Prepared by John T. Drea, Western Illinois University
Product
The
Marketing
Mix
Price
Promotion
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+ Core Product
+ Financing Terms
+ Delivery Options
= Total Offering
Price is the
measure of value
exchanged and is
determined by the
market (not by
costs).
Business-to-business
marketing
Emphasis is frequently on
personal selling.
Communication with
customers should be a
dialogue.
Relationship is often longlasting.
6
Business marketing
The process of matching and combining
the capabilities of the supplier with the
desired outcomes of the customer to
create value for the customers customer.
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The
Marketing
Concept
1. Be contextually
market sensitive
For a
business-to-business
organization to
successfully practice
the marketing concept,
it should:
3. Meet customer
needs in a way that provides
value to the customer
Inelastic (short-run)
Volatile (leveraged)
Discontinuous
2. But, if consumer
demand drops, the
order rate also drops.
3. Supply chain members are then likely to overcompensate the difference between the old and new
forecasts, because
A.
B.
C.
D.
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4. Industry
capacity increases
in large
increments.
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Outsourcing
Outsourcing is the purchasing of part of the
companys continuing operations, such as
manufacturing, rather than producing the
same function internally.
Quantity Discounts
Complementary Products
Delivery Schedules
Outsourcing
Increases the
complexity of
business-to-business
marketing
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Value Chain
The Value Chain
The chain of activities that creates
something of value for targeted customers.
Direct activities
contribute directly
to the offering.
Support activities
makes it possible to
perform the direct
activities.
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Offering:
Product
Service
Image
Availability
Quantity
Evaluated Price
Added value
Direct activities
Target
Customers
Creates
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