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Chap 7
1.
7 Analyzing Business Markets Marketing Management,
13th ed
2.
Chapter Questions • What
is the business market, and how does it differ from the consumer market? • What buying situations do organizational buyers face? • Who participates in the business-tobusiness buying process? Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
3.
Chapter Questions • How
do business buyers make their decisions? • How can companies build strong relationships with business customers? • How do institutional buyers and government agencies do their buying? Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
4.
What is Organizational
Buying? Organizational buying refers to the decision-making process by which formal organizations establish the need for purchased products and services, and identify, evaluate, and choose among alternative brands and suppliers. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
5.
Top Business Marketing
Challenges • Expand understanding of customer needs • Compete globally as China and India reshape markets • Master analytical tools and improve quantitative skills • Reinstate innovation as an engine of growth • Create new organizational models and linkages Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
6.
Characteristics of Business
Markets • Fewer, larger buyers • Close suppliercustomer relationships • Professional purchasing • Many buying influences • • • • • Multiple sales calls Derived demand Inelastic demand Fluctuating demand Geographically concentrated buyers • Direct purchasing Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
7.
Buying Situation • Straight
rebuy • Modified rebuy • New task Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
8.
The Buying Center • • • • Initiators Users Influencers Deciders •
Approvers • Buyers • Gatekeepers Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
9.
Of Concern to
Business Marketers • Who are the major decision participants? • What decisions do they influence? • What is their level of influence? • What evaluation criteria do they use? Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
10.
Stages in the
Buying Process: Buyphases • • • • • • • • Problem recognition General need description Product specification Supplier search Proposal solicitation Supplier selection Order-routine specification Performance review Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
11.
Forms of Electronic
Marketplaces • • • • • • • Catalog sites Vertical markets Pure play auction sites Spot markets Private exchanges Barter markets Buying alliances Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
12.
Methods of e-Procurement •
Websites organized using vertical hubs • Websites organized using functional hubs • Direct extranet links to major suppliers • Buying alliances • Company buying sites Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
13.
Handling Price-Oriented Customers • • • • Limit
quantity purchased Allow no refunds Make no adjustments Provide no services Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
14.
Methods for Researching Customer
Value • Internal engineering assessment • Field value-in-use assessment • Focus-group value assessment • Direct survey questions • Conjoint analysis • Benchmarks • Compositional approach • Importance ratings Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
15.
Order Routine Specification •
Stockless purchase plans • Vendor-managed inventory • Continuous replenishment Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
16.
Establishing Corporate Trust and
Credibility • Expertise • Trustworthiness • Likability Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
17.
Trust Dimensions • Transparent •
Product/Service Quality • Incentive • Partnering • • • • Cooperating design Product comparison Supply chain Pervasive advocacy Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
18.
Factors Affecting Buyer-Supplier Relationships • • • • Availability
of alternatives Importance of supply Complexity of supply Supply market dynamism Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
19.
Categories of Buyer-Seller Relationships •
Basic buying and selling • Bare bones • Contractual transaction • Customer supply • Cooperative systems • Collaborative • Mutually adaptive • Customer is king Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
20.
What is Opportunism? Opportunism
is some form of cheating or undersupply relative to an implicit or explicit contract. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Notas do Editor
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