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A summary on what B2B Marketing is all about.
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B2B Marketing - Summary
1.
Business (B2B) Marketing
IFMR – PGDM II Yr. (2009-10) Module 1 Overview of Business marketing S.Balachandran July 2009
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B2B Goods &
Services July 2009 © S.Balachandran of 37
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Industrial Production Categories
July 2009 © S.Balachandran of 37
6.
Business Services July
2009 © S.Balachandran of 37
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Value Equation July
2009 © S.Balachandran ‘ Product’ or ‘Service’ satisfies a ‘need’ or ‘want’ by providing ‘value’. Attributes/ Features BENEFITS VALUE NETT VALUE = BENEFITS - COSTS of 37 VALUE DELIVERY SYSTEM
10.
Value Creation &
Delivery July 2009 © S.Balachandran of 37
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Value Hierarchy –
Product Levels July 2009 © S.Balachandran of 37 CORE BENEFIT Fundemental Benefit customer is really buying BASIC PRODUCT Built around Core Benefit EXPECTED PRODUCT Attribute & conditions buyers Normally expect AUGMENTED PRODUCT Exceeds Customer Expectations POTENTIAL PRODUCT All possible augmentations & Transformations product might Undergo in future Customer Delight !
17.
Framework for B2B
Marketing July 2009 © S.Balachandran of 37
18.
Key Differences:B2B vs
Consumer Marketing July 2009 © S.Balachandran of 37 MARKETING CUSTOMER MANUFACTURING External Environment Internal Environment External Linkage Internal Linkage Derived Demand Complex Buying Process Concentrated Customer Base Emphasis on Technology High Level of Customisation Made to Order
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24.
Differences in Emphasis
: B2B vs B2C July 2009 © S.Balachandran of 37
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28.
Distinctive Capabilities for
B2B Marketing July 2009 © S.Balachandran of 37 Supply Chain Management Mgmt. of Strategic Alliances Mgmt. of Hybrid Channels
29.
Goals of Purchasing
July 2009 © S.Balachandran of 37
30.
Total Cost of
Ownership July 2009 © S.Balachandran Factors that drive total cost. Acquiring and managing costs. Quality, reliability over the life cycle. Value of product to firm/customers. of 37
31.
Procurement Development July
2009 © S.Balachandran of 37 Source Negotiate Manage Info & Logistics Value Analysis & Complexity mgmt. Strategic Partnership
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