Professional Documents
Culture Documents
Introduction To Business-to-Business Marketing: Vitale A ND Gig Lierano
Introduction To Business-to-Business Marketing: Vitale A ND Gig Lierano
r
e
i
l
g
i
and G
e
l
a
t
i
V
dition
2002 E
Chapter 1
Introduction to Business-to-Business Marketing
1
Product
The
Marketing
Mix
Price
Promotion
2
+ 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 markets
All organizations that purchase goods and
services to use in the creation of their own
goods and services.
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.
7
The
Marketing
Concept
1. Be
Becontextually
contextually
1.
marketsensitive
sensitive
market
For a
business-to-business
organization to
successfully practice
the marketing concept,
it should:
2.Understand
Understandcustomer
customerneeds
needs
2.
3. Meet
Meetcustomer
customer
3.
needsin
inaa way
waythat
that provides
provides
needs
valueto
tothe
thecustomer
customer
value
4.Meet
Meet organizational
organizationalgoals
goals
4.
8
10
11
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.
12
4. Industry
capacity increases
in large
increments.
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
Increasesthe
the
Increases
complexityof
of
complexity
business-to-business
business-to-business
marketing
marketing
14
Value Chain
The Value Chain
The chain of activities that creates
something of value for targeted customers.
Directactivities
activities
Direct
contributedirectly
directly
contribute
tothe
theoffering.
offering.
to
Supportactivities
activities
Support
makesititpossible
possibleto
to
makes
perform the
thedirect
direct
perform
activities.
activities.
15
Offering:
n
gi
ro
th
h
ug
e
lu
va
Infrastructure
Human resources
Procurement
Technology &
technology development
Support activities
Added value
Direct activities
u
al
ics
es e
v
l
t
s
s
sa rvic
gh
gi
gi
u
o
&
l
e
s
o
l
ro
n
g
rs
d
nd
io
th
in
t
e
t
n
u
a
u
e
o
in
m
rk
er
tb
to
bo
rg
p
a
u
s
n
a
I
O
M Cu
O
M
s
tic
Product
Service
Image
Availability
Quantity
Evaluated Price
Target
Customers
Creates
16
17
18