Principles of marketing MKTG 8e joe hair carl mcdaniel chapter 07

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Principles of marketing MKTG 8e joe hair carl mcdaniel  chapter 07

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Business Marketing Chapter Lamb, Hair, McDaniel 2014-2015 © Cengage Learning 2015 All Rights Reserved Describe business marketing Describe the role of the Internet in business marketing Discuss the role of relationship marketing and strategic alliances in business marketing Identify the four major categories of business market customers © 2015 by Cengage Learning Inc All Rights Reserved Explain the North American Industry Classification System Explain the major differences between business and consumer markets Describe the seven types of business goods and services Discuss the unique aspects of business buying behavior © 2015 by Cengage Learning Inc All Rights Reserved What Is Business Marketing? Describe business marketing © 2015 by Cengage Learning Inc All Rights Reserved What Is Business Marketing? The marketing of goods and services to individuals and organizations for purposes other than personal consumption © 2015 by Cengage Learning Inc All Rights Reserved Business Products • Are used to manufacture other products • Become part of another product • Aid the normal operations of an organization The key is intended use © 2015 by Cengage Learning Inc All Rights Reserved Business Marketing on the Internet Describe the role of the Internet in business marketing © 2015 by Cengage Learning Inc All Rights Reserved Business-to-Business Electronic Commerce The use of the Internet to facilitate the exchange of goods, services, and information between organizations © 2015 by Cengage Learning Inc All Rights Reserved Business-to-Business and Social Media • • • The reviews on social media are mixed Many B-to-B marketers are experimenting with how to use social media to build successful relationships with business customers Some companies are using social media listening tools to determine strategic topics to include in newsletters and videos © 2015 by Cengage Learning Inc All Rights Reserved Measuring Online Success Stickiness Stickiness A measure of a Web site’s effectiveness; calculated by multiplying the frequency of visits by the duration of a visit by the number of pages viewed during each visit Stickiness = Frequency x Duration x Site Reach © 2015 by Cengage Learning Inc All Rights Reserved 10 Business versus Consumer Markets Explain the major differences between business and consumer markets 22 © 2015 by Cengage Learning Inc All Rights Reserved Business versus Consumer Markets Characteristic Characteristic Demand Demand Volume Volume ##of ofCustomers Customers Location Location Distribution Distribution Business Business Market Market Consumer Consumer Market Market Organizational Organizational Larger Larger Individual Individual Smaller Smaller Fewer Fewer Concentrated Concentrated Many Many Dispersed Dispersed More MoreDirect Direct Nature Natureof ofBuying Buying More MoreProfessional Professional Buy Multiple BuyInfluence Influence Multiple Negotiations Negotiations Reciprocity Reciprocity More MoreComplex Complex Yes Yes Leasing Leasing Promotion Promotion Greater Greater Personal PersonalSelling Selling More MoreIndirect Indirect More MorePersonal Personal Single Single Simpler Simpler No No Lesser Lesser Advertising Advertising © 2015 by Cengage Learning Inc All Rights Reserved 23 Demand in Business Markets Demand Demand is is Description Description Derived Derived Demand Demand for for business business products products results results from from demand demand for for consumer consumer products products Inelastic Inelastic A change in price will not significantly affect the demand for product Joint Joint Multiple items are used together in final product Demand for one item affects all Demand for business products is Fluctuating Fluctuating more volatile than for consumer products © 2015 by Cengage Learning Inc All Rights Reserved 24 Types of Business Products Describe the seven types of business goods and services 25 © 2015 by Cengage Learning Inc All Rights Reserved Types of Business Products Major Major Equipment Equipment Accessory Accessory Equipment Equipment Raw Raw Materials Materials Component Component Parts Parts Processed Processed Materials Materials Supplies Supplies Business Business Services Services © 2015 by Cengage Learning Inc All Rights Reserved 26 Types of Business Goods and Services © 2015 by Cengage Learning Inc All Rights Reserved 27 Intel Buys McAfee • Intel creates nearly 80 percent of the microprocessors used in PCs and server systems • Intel’s purchase of security software maker McAfee will allow it to produce chips that are directly integrated with McAfee’s security products • What kinds of business products were Intel and McAfee producing, and what kinds of products will they be producing together? Source: Thomas Catan, Nathan Becker and Jerry A DiColo, "Intel Bets Its Chips on McAfee: Tech Giant Strikes $7.68 Billion Deal for SecuritySoftware Maker, Drawing Mixed Reaction," Wall Street Journal Online August 19, 2010, http://online.wsj.com/article/SB10001424052748704476104575439180665843938.html 28 © 2015 by Cengage Learning Inc All Rights Reserved Business Buying Behavior Discuss the unique aspects of business buying behavior 29 © 2015 by Cengage Learning Inc All Rights Reserved Business Buying Behavior Buying Buying Centers Centers Aspects Aspects of of Business Business Buying Buying Behavior Behavior Evaluative Evaluative Criteria Criteria Buying Buying Situations Situations Business Business Ethics Ethics Customer Customer Service Service © 2015 by Cengage Learning Inc All Rights Reserved 30 Buying Centers All those people in an organization who become involved in the purchase decision • Number of people • Buying centers involved varies with not appear on each purchase formal organization decision charts © 2015 by Cengage Learning Inc All Rights Reserved 31 Roles in Buying Centers Initiator Initiator Influencers Influencers Gatekeepers Gatekeepers Decider Decider Purchaser Purchaser Users Users © 2015 by Cengage Learning Inc All Rights Reserved 32 Evaluative Criteria  Quality  Service  Price © 2015 by Cengage Learning Inc All Rights Reserved 33 Buying Situations © 2015 by Cengage Learning Inc All Rights Reserved 34 Customer Service  Divide customers into groups based on their value  Create policies that govern how service will be allocated among groups © 2015 by Cengage Learning Inc All Rights Reserved 35 Chapter Video Zappos Zappos gives away information about making organizational culture work for employees and the company The program, Insights, offers companies assistance in building strong cultures around core values in a variety of ways, starting with free tours Despite seeming like this would give away valuable competitive information, Zappos is expanding this service to help other companies deliver happiness to their customers CLICK TO PLAY VIDEO 36 © 2015 by Cengage Learning Inc All Rights Reserved [...]... Demand Volume Volume # #of ofCustomers Customers Location Location Distribution Distribution Business Business Market Market Consumer Consumer Market Market Organizational Organizational Larger Larger Individual Individual Smaller Smaller Fewer Fewer Concentrated Concentrated Many Many Dispersed Dispersed More MoreDirect Direct Nature Natureof ofBuying Buying More MoreProfessional Professional Buy Multiple... 2015 by Cengage Learning Inc All Rights Reserved Relationship Marketing and Strategic Alliances Discuss the role of relationship marketing and strategic alliances in business marketing 12 3 © 2015 by Cengage Learning Inc All Rights Reserved Relationship Marketing  Loyal customers are more profitable than price-sensitive customers with little brand loyalty  Long-term relationships build competitive... site links to hundreds of how-to articles and provides expert answers to questions  http://www.microsoftbusinesshub.com Microsoft Business offers small business solutions from security to enterprise content management to cloud services The site also contains practical tips, advice, and links to how-to articles 11 © 2015 by Cengage Learning Inc All Rights Reserved Relationship Marketing and Strategic... All Rights Reserved 26 Types of Business Goods and Services © 2015 by Cengage Learning Inc All Rights Reserved 27 Intel Buys McAfee • Intel creates nearly 80 percent of the microprocessors used in PCs and server systems • Intel’s purchase of security software maker McAfee will allow it to produce chips that are directly integrated with McAfee’s security products • What kinds of business products were... others’ boards • Maintain dedicated trade efforts • Joint development, finance, and marketing 3 © 2015 by Cengage Learning Inc All Rights Reserved 15 Major Categories of Business Customers Identify the four major categories of business market customers 16 4 © 2015 by Cengage Learning Inc All Rights Reserved Major Categories of Business Customers Producers Resellers Governments Institutions • OEMs • Wholesalers... is Fluctuating Fluctuating more volatile than for consumer products 6 © 2015 by Cengage Learning Inc All Rights Reserved 24 Types of Business Products Describe the seven types of business goods and services 25 7 © 2015 by Cengage Learning Inc All Rights Reserved Types of Business Products Major Major Equipment Equipment Accessory Accessory Equipment Equipment Raw Raw Materials Materials Component... http://online.wsj.com/article/SB10001424052748704476104575439180665843938.html 28 © 2015 by Cengage Learning Inc All Rights Reserved Business Buying Behavior Discuss the unique aspects of business buying behavior 29 8 © 2015 by Cengage Learning Inc All Rights Reserved Business Buying Behavior Buying Buying Centers Centers Aspects Aspects of of Business Business Buying Buying Behavior Behavior Evaluative Evaluative Criteria Criteria Buying Buying Situations Situations... will be allocated among groups 8 © 2015 by Cengage Learning Inc All Rights Reserved 35 Chapter 7 Video Zappos Zappos gives away information about making organizational culture work for employees and the company The program, Insights, offers companies assistance in building strong cultures around core values in a variety of ways, starting with free tours Despite seeming like this would give away valuable... McAfee’s security products • What kinds of business products were Intel and McAfee producing, and what kinds of products will they be producing together? Source: Thomas Catan, Nathan Becker and Jerry A DiColo, "Intel Bets Its Chips on McAfee: Tech Giant Strikes $7.68 Billion Deal for SecuritySoftware Maker, Drawing Mixed Reaction," Wall Street Journal Online August 19, 2010, http://online.wsj.com/article/SB10001424052748704476104575439180665843938.html... numbering system developed by the U.S., Canada, and Mexico to classify North American business establishments by their main production processes 5 © 2015 by Cengage Learning Inc All Rights Reserved 19 Example of NAICS Hierarchy NAICS Level Sector Subsector Industry Group Industry Industry Subdivision NAICS Code 51 513 5133 51332 513321 Descript ion Information Broadcasting and telecoms Telecoms Wireless telecoms ... marketing Describe the role of the Internet in business marketing Discuss the role of relationship marketing and strategic alliances in business marketing Identify the four major categories of. .. types of business goods and services Discuss the unique aspects of business buying behavior © 2015 by Cengage Learning Inc All Rights Reserved What Is Business Marketing? Describe business marketing. .. role of the Internet in business marketing © 2015 by Cengage Learning Inc All Rights Reserved Business-to-Business Electronic Commerce The use of the Internet to facilitate the exchange of goods,

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Mục lục

  • PowerPoint Presentation

  • Slide 2

  • Slide 3

  • Slide 4

  • What Is Business Marketing?

  • Business Products

  • Slide 7

  • Slide 8

  • Slide 9

  • Measuring Online Success

  • Slide 11

  • Slide 12

  • Relationship Marketing

  • Strategic Alliances

  • Relationships in Other Cultures

  • Slide 16

  • Major Categories of Business Customers

  • Slide 18

  • North American Industry Classification System

  • Example of NAICS Hierarchy

  • NAICS

  • Slide 22

  • Business versus Consumer Markets

  • Demand in Business Markets

  • Slide 25

  • Types of Business Products

  • Slide 27

  • Slide 28

  • Slide 29

  • Slide 30

  • Slide 31

  • Slide 32

  • Slide 33

  • Slide 34

  • Slide 35

  • Slide 36

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