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Outlines
 Business markets and business buyer
behavior.
 Customer-Driven Marketing strategy.
 Products, Services, and Brands.
 New Product Development.
Business markets and
business buyer behavior
 Business markets.
 Major types of buying situations.
 Major influences on business buyers.
 The business buying process.
 Institutional and government markets.
Business Markets
Market Structure and Demand: Fewer, larger buyers, 
geographically concentrated, demand derived from
consumers, Inelastic demand, fluctuating demand.
Nature of the Buying Unit: More buyers, More 
professional purchasing effort.
Types of Decisions & the Decision Process: More 
complex decisions, Process is more formalized, Buyer and
seller are more dependent on each other, Build close longterm relationships with customers
Major Types of Buying Situations
 In a straight rebuy: The buyer reorders
something without modification.
 A modified rebuy: Occurs when a company
wants to buy the same type of product it has in
the past but make some modifications to it.
 A new task: When a company is buying a
product or service for the.
Major Influences on Business
Buyers
 Environmental Factors: Economic,
technological, political, competitive & cultural.
Organizational Factors: Objectives, policies, 
procedures, structure, & systems.
Interpersonal Factors: Authority, status, 
empathy & persuasiveness
Individual Factors: Age, education, job position, 
personality & risk attitudes
The Business Buying Process
1. Problem Recognition.
2. General Need Description.
3. Product Specification.
4. Supplier Search.
5. Proposal Solicitation.
6. Supplier Selection.
7. Order Routine Specification.
8. Performance Review.
Institutional and Government
Markets
 The institutional market consists of schools,
hospitals, homes, prisons, and other institutions
that provide goods and services to people in their
care.
 The government market offers large opportunities
for many companies, both big and small.
 Government organizations are major buyers of
goods and services.
Customer-Driven Marketing
strategy
 Market Segmentation.
 Market Targeting.
 Differentiation and Positioning
Market Segmentation
 Geographic Segmentation.
 Demographic Segmentation.
 Age and Life-Cycle Segmentation.
 Gender Segmentation.
 Psychographic Segmentation.
 Behavioral Segmentation
Market Targeting.
 Evaluating Market Segments.
 Selecting Market Segments:
1. Undifferentiated Marketing.
2. Differentiated Marketing.
3. Concentrated Marketing.
4. Micromarketing.
5. Socially Responsible Target Marketing.
Differentiation and Positioning
 Positioning Maps
 Choosing a Differentiation and Positioning
Strategy:
1.
Identifying Possible Value Differences and Competitive Advantages.
2.
Choosing the Right Competitive Advantages
3.
Selecting an Overall Positioning Strategy Developing a Positioning
Statement
 Communicating and Delivering the Chosen
Position
Products, Services, and
Brands
 What is product and services?
 Levels of Product and Services.
 Product and service decision.
 Services Marketing
What is product and services?
 A product: is anything that can be offered to a market for
attention, acquisition, use, or consumption that might
satisfy a want or need.
 Services: are a form of product that consists of activities,
benefits, or satisfactions offered for sale that are
essentially intangible and do not result in the ownership of
anything.
Levels of Product and Services
 Product planners need to think about products
and services on three levels.
1. Core customer value, which addresses the question, What
is the buyer really buying?
2. Actual product.
3. Augmented product, which is created around the core
benefit and actual product by offering additional
consumer services and benefits.
Product and Service Decision.
 Product Quality: is creating customer value and satisfaction.
 A brand: is a name, term, sign, symbol, or design, or a
combination of these, that identifies the maker or seller of a
product or service.
 Packaging: involves designing and producing the container or
wrapper for a product.
 Labeling: Labeling also raises concerns.
 Product Support Services: The first step is to survey
customers periodically to assess the value of current services
and to obtain ideas for new ones.
Services Marketing
 Services account for close to 79 percent of U.S.
gross domestic product.
 Services make up 64 percent of gross world
product.
New Product Development and
Product Life-Cycle Strategies
 New product development strategy and
process.
 Managing new product development.
 Product life-cycle strategies.
 Additional product and service
considerations.
New product development strategy
and process.
 Idea Generation.
 Idea Screening.
 Concept Development and Testing.
 Marketing Strategy Development.
 Business Analysis.
 Product Development.
 Test Marketing.
 Commercialization.
Managing new product
development.
 Customer-Centered New-Product
Development.
 Term-Based New-Product Development.
 Systematic New-Product Development.
Product life-cycle strategies.
 Introduction Stage.
 Growth Stage.
 Maturity Stage.
 Decline Stage.
Additional product and service
considerations.
 Product Decisions and social responsibility.
 International Product and Services
Marketing
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