Bài giảng Business Marketing - Chapter 1: Business Markets and Business Marketing

McGraw-Hill/Irwin Copyright © 2009 by the McGraw-Hill Companies, Inc. All rights reserved.Business Markets andBusiness MarketingPart OneAbout the lecturerDr. Vu The DungMBA in International Business (AIT, Thailand)PhD in International Marketing (ODU, USA) Marketing Lecturer School of Industrial Management, HCM University of TechnologyVice DeanHead of Marketing and Management Department*What do you expect from this course? What can we get from this course?Scientific approach to B2B Marketing issues and problemsSystematic thinking in MarketingMethods of data collectionFormulation of Marketing strategy and plan from strategic to implementation perspectiveWhat can we get from this course?Contemporary B2B Marketing knowledgeCore Marketing concept: market, target market, customer need, customer behavior, market segmentation, marketing researchMarketing strategy, STP strategy, Competitive strategy, Customer Satisfaction, Relationship Marketing, CRMMarketing Plan, Marketing Mix: Product, Price, Place, Promotion, IMC What can we get from this course?Improve your soft skills:ReadingParticipating in class and group discussionPresentingWriting and Presenting:Project ProposalProject Report (Marketing Plan)Team workData collection and analysisThis course will NOTTurn you into a Marketing Professional Answer all the Marketing related questions you might haveGo into details of all marketing techniquesCourse ActivitiesBook readingsVideo ClipsOpen discussionCase studyIndividual assignmentsGroup Project Presentation*Critical thinkingOpen mindedMulticultural FlexibleTrial and errorChallenge existing assumptionsNo discriminationGradingFinal Exam: 45%Mid Term: 25%Group Project: 30%*Course Structure B2B MarketingoverviewB2B StrategyCustomerRetentionCRMGroup ProjectBusiness Buyer BehaviorB2B Mix 4PsDiscussionWhat you have in your mind when you hear the term “Business Marketing”?List several Marketing Techniques that you consider important.Is Marketing good or bad?Where to apply Marketing?*Case studyNắng Sài Gòn is a new, luxurious restaurant located in District 1. The Director asks his staff to go out to the stress to distribute brochure and leaflets.Discuss the director’s marketing solution?If you owned a restaurant, what kind of restaurant you want your restaurant be? (B2B perspective)Part OneBusiness Markets and Business MarketingChapter 1Introduction to Business MarketingChapter 2The Character of Business MarketingChapter 3The Purchasing FunctionChapter 4Organizational Buyer BehaviorChapter 1Business MarketsandBusiness MarketingBASF EXAMPLEA TYPICAL BUSINESS-TO-BUSINESS COMPANY THAT: Creates value for its customers Builds brand recognition Communicates a unified message Targets decisions makers Supports salespeople with variety of communication tools1-*Exhibit 1-1General FoodsSalt is added tofrozen dinnersSalt is processed into food-grade or industrial grade saltSalt is minedKrogerSalt is sold inshakersMorton’s SaltSalt mineYouMcDonaldsSalt is added to friesConsumer MarketingBusiness MarketingBusiness marketingMARKETING SALT1-*BUSINESS MARKETING THE MARKETING OF GOODS AND SERVICES TO:Companies that consumeGovernment AgenciesResellers (i.e. wholesalers)Institutions (i.e. hospitals)Non-Profit Organizations (i.e. American Red Cross)FOR USE IN PRODUCING THEIR PRODUCTSAND/OR TO FACILITATE OPERATIONS1-*BUSINESS MARKETING IS UNIQUE VARYING INVOLVEMENT LEVELS IN BUYER-SELLER RELATIONSHIPSSHORTER DISTRIBUTION CHANNELSEMPHASIZES PERSONAL SELLING AND NEGOTIATIONGREATER WEB INTEGRATION IN COMMUNICATIONUNIQUE PROMOTIONAL STRATEGIESCONSUMPTIONKNOWLEDGE OF CUSTOMER’S CUSTOMERMARKETING RESEARCH1-*MARKET DRIVEN MEANS:ALL EMPLOYEES FOCUS ON CUSTOMER SATISFACTIONCONSTANTLY SEEKING OPERATIONAL EFFICIENCYBUILDING EFFECTIVE EMPLOYEE TERMSCONSTANTLY IMPROVING SERVICE/SUPPORT TO CUSTOMERSBEING INNOVATIVEDEVELOPING APPROACHES TO OPEN NEW MARKETS1-*TYPICAL BUSINESS TO BUSINESS GOODS AND SERVICES INCLUDE:RAW MATERIALSMANUFACTURED MATERIALS (Transformed from raw materials)COMPONENT OR OEM PARTS (Part of a completed product) ACCESSORY EQUIPMENT (Tools)CAPITAL EQUIPMENT (Machinery)MRO ITEMS (Maintenance, repair and operation products)1-*BUSINESS TO BUSINESS:IT IS ALL ABOUT RELATIONSHIPS BUSINESS TO BUSINESS DEPENDS ON:Close Business and Personal Relationships Shorter Distribution Channels Emphasis on Personal Selling Dependence on WEB Integration andUnique Promotional Strategies Because of . . . . Leads to . . . . Through . . . .1-*BUSINESS TO BUSINESS CHALLENGESThe size and location of customers – bigger, fewer, and concentratedStrict performance standards for products by customersComplicated purchasing decisions – Involvement and time1-*BUSINESS TO BUSINESS: IT IS ALL ABOUT DEMANDDERIVED DEMANDThe demand for a company’s products comes from (derived) the demand for their customer’s products.Most demand originates with consumers.JOINT DEMANDTwo products are used together and demanded together Both products are consumed at the same time1-*BUSINESS TO BUSINESSDERIVED DEMAND SIMPLIFIEDYOU MAKE HEADLAMP ASSEMBLIES FOR GMConsumers want more carsAutomobile manufacturers produce more carsYou sell more of your company’s headlamp assembliesConsumers stop buying carsAutomobile manufacturers stop making carsYou sell fewer headlamp assemblies1-*THE FLOW OF GOODS AND SERVICESExhibit 1-6Amount and type of car determined byresearch facilitating servicePurchase order printed facilitating product Finished car Component partsAssembly Sub- assemblyManufactured materialsRaw MaterialsTransported via facilitating services1-*CREATING VALUEVALUE IS THE PERCEPTIONOF A PRODUCT’S BENEFITBEYOND ITS PRICEVALUE HAS THREE PARTS:VALUE RECEIVED FROM THE PRODUCTVALUE RECEIVED FROM SELLER’S SERVICESVALUE RECEIVED FROM RELATIONSHIP WITH SELLER1-*A BUSINESS MUST DETERMINE:WHO ARE ITS CUSTOMERS?WHAT DO ITS CUSTOMERS WANT?HOW DO ITS BUYERS MAKE THEIR BUYING DECISIONS?BUSINESS TO BUSINESS: THREECRITICAL QUESTIONS FOR A SUCCESSFULBUSINESS-TO-BUSINESS PROGRAM1-*Marketing – basic model*Target CustomersCompanyCompetitorsNeed PhysicalEmotionalCompetitionQualityPriceCapabilityProductPricePlacePromotionValueTrends in Marketing thinking and practiceFrom make-and-sell marketing to sense-and-respond marketing.From focusing on customer attraction to focusing on customer retentionFrom pursuing market share to pursuing customer shareFrom marketing monologue to customer dialogue. Trends in Marketing thinking and practiceFrom mass marketing to customized marketingFrom owning assets to owning brands. From operating in the marketplace to operating in cyberspace.From single-channel marketing to multichannel marketing.From product-centric marketing to customer-centric marketing.