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1 Introduction to the Business Marketing Environment McGraw-Hill/Irwin Copyright © 2005 by The McGraw-Hill Companies, Inc. All rights reserved. Agenda Business Marketing: An Overview Why Study Business Marketing? How the Business Market Differs from the Consumer Market Characteristics of Business Demand The Nature of Business Buying Behavior A Classification of Business Goods and Services Business Customers Business Marketing Planning and Strategy 1-2 Business Marketing: An Overview What is Business Marketing? • What Is Marketing? One Definition: “The process of planning and executing the conception (product), pricing, promotion, and distribution of want-satisfying ideas, goods, and services to individuals and organizations.” 1-3 Business Marketing: An Overview What Is Business Marketing? • Those activities that facilitate exchanges involving products and customers in business markets • A business transaction between a professional seller (representing a selling company) and a professional buyer (representing a buying company) • Activities in which goods or services are sold for any use other than personal consumption • Note: It is not the nature of the product; it’s the nature of the transaction. 1-4 Business Marketing: An Overview Which of the Following is Business Marketing? • • • • You buy a gear to fix your mountain bike. Ford buys the same gear to fix a machine. Xerox buys soft drinks for its cafeterias. You start a landscaping business and purchase a lawnmower. • Coke buys TV ad time or sugar. • The U.S. government buys…anything. 1-5 Why Study Business Marketing? Good employment opportunities Growing importance of high-tech business products Success of foreign competition Significance of international interdependence of firms Importance of the service sector Dramatic changes in the B2B environment 1-6 How the Business Market Differs from the Consumer Market Exhibit 1-1 Characteristic Business Market Consumer Market Sales volume Purchase volume Number of buyers Size of individual buyers Location of Buyers Buyer-seller relationship Nature of channel Nature of buying Nature of buying influences Type of negotiations Use of reciprocity Use of leasing Primary promotion method 1-7 Characteristics of Business Demand Derived Demand “Derived demand” says that demand for a business product is linked to demand for a consumer good. This means consumer demand affects business marketing up a vast network of channels. For example, when OfficeMax experiences increased demand for paper clips, the effect is felt by its suppliers, paper clip manufacturers, and their suppliers. Inelastic Demand Fluctuating Demand Joint Demand 1-9 The Nature of Business Buying Behavior Exhibit 1-3 Evaluating Products Product Personal computers Questions Asked by Typical Business Users Questions Asked by Typical Ultimate Consumers Will it increase office efficiency? Will it help my child learn? What is its capital investment value? Will it improve my correspondence? Does it have special features that will help improve our company image? Is a laptop worth the extra cost? 1-10 The Nature of Business Buying Behavior Exhibit 1-3 Evaluating Products Product Automobiles Questions Asked by Typical Business Users Questions Asked by Typical Ultimate Consumers How efficient is the vehicle to operate? How does it enhance my status? Would it be more economical to lease it or purchase it? What is its potential tradein value? What is the expected working life span of the car? Will I get reasonable gas mileage? 1-11 The Nature of Business Buying Behavior Exhibit 1-3 Evaluating Products Product Telephones Questions Asked by Typical Business Users Will expanded service lower the cost of communicating with our customers? Questions Asked by Typical Ultimate Consumers How long will it take to have one installed? Can I get three jacks and two telephones? Should our intercom system be separate from or connected to the telephone system? 1-12 A Classification of Business Goods and Services Major Equipment Accessory Equipment Process Materials MRO (maintenance, repair, operating) supplies Business Services Fabricated and Component Parts Raw Materials 1-13 Business Customers Commercial Enterprises • Indirect channel members and facilitators • OEMs (original equipment manufacturers) • User-customers Governmental Organizations Institutions 1-14 Business Marketing Planning and Strategy Formulation Includes: • Analysis of changing environments • Assessment of organization’s strengths and weaknesses, opportunities and threats • Understanding of customer needs (“positioning”) Marketing planning • • • • Takes the best information it can get Analyzes it Generates alternatives Proposes a plan that works within constraints of the firm, now. 1-15 Business Marketing View of a Consumer Product What did purchasing buy? 1-16 The picture suggests quantities of the following were purchased: Conveyer Conveyer replacement and maintenance materials Components going down conveyer Raw material and components of components Assembly station magnifier Power tool with blue cord Assembly fixture Table and chair Trucks with components on them Floor cleaning systems Lighting systems Heating/AC systems Uniform vest Health insurance 1-17 How Do They Buy It? Items made from: • • • • • • • Steel Wood Plastic Chemicals Printed forms Transportation Electronics How do you pick one supplier from the thousands out there? How do you get them to purchase products from your company? 1-18 Remember What Business Marketers Do Identify customers. Identify customer needs and sell benefits. Communicate with customers (contact personally, reach through media, build relationships, sell benefits). Communicate internally, build relationships, sell benefits. Analyze buyer behavior, identify key buying center influencers and their roles. Develop products and services (complete packages of attributes). Study the market and competitive environment (economic, legal, technological). 1-19 Remember What Business Marketers Do Set prices and terms, negotiate, sell benefits. Make products available at the right time, in the right place, in the right quantity, in the right condition. Allocate resources across products. Create, implement, monitor, control, and continuously evaluate the marketing mix and strategic program to optimize customer satisfaction and meet profit objectives. Be a solution to customer problems, sell benefits. Be challenged—Use business judgment—Make decisions—Make decisions—Make decisions. 1-20