Bài giảng Business Marketing - Chapter 2: The Character of Business Marketing

2-*Copyright ©The McGraw-Hill Companies, Inc. Permission required for reproduction or display2-*Chapter 2The Character ofBusiness Marketing2-McGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved2-*CESSNA AIRCRAFT COMPANY TURNAROUND STRATEGYINTEGRATED THREE CRITICAL PROCESSES:NEW PRODUCT DEVELOPMENTSTRATEGIC SOURCINGSUSTAINING PRODUCTION2-McGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved2-*SUPPLY CHAIN MANAGEMENTSCM INVOLVES . . . INFORMATION SHARING JOINT PLANNING COORDINATION OF EFFORTS TOELIMINATE WASTEBE INNOVATIVEIMPROVE QUALITYPROVIDE FLEXIBILITY2-McGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved2-*BUSINESS TO BUSINESS:WHAT DETERMINES A SUCCESSFUL RELATIONSHIP?THE SELLER’S MOTIVATION TO RELATETHE BUYER’S MOTIVATION TO RELATE IF THEY AREN’T EQUALLY MOTIVATED IT WON’T BE AN EQUAL RELATIONSHIPMOTIVATION !2-McGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved2-*BUSINESS TO BUSINESS:THE TYPES OF RELATIONSHIPSBUYER’S MOTIVATION TO RELATE IS WHEN SELLER’S MOTIVATION TO RELATE IS LOWHIGHLOWSELLER’S ADVANTAGERESULTS INSTRATEGIC PARTNERSHIPSTRANSACTIONAL RELATIONSHIPSRESULTS INBUYER’S ADVANTAGEHIGH2-McGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved2-*HighLowSeller’s motivation to relateBuyer’s motivation to relateHighLowSeller’s marketSeller-maintained relationJointrelationshipmaintenanceBuyer-maintained relationBuyer’s MarketDiscrete exchange(spot contracts)NoexchangeEXHIBIT 2-2THE REALM OF RELATIONSHIPS2-McGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved2-*STRATEGIC PARTNERSHIPSOCCUR WHEN BOTH PARTIES HAVEMUTUALLY STRONG INTERESTSIN MAINTAINING ANONGOING EXCHANGE2-McGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved2-*JIT RELATIONSHIPSA SUPPLIER PRODUCES AND DELIVERSPRECISELY . . .THE NECESSARY QUANTITIESAT THE NECESSARY TIMEWITH THE NECESSARY PERFORMANCE SPECIFICATIONS . . .EVERYTIME2-McGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved2-*GOING FOR HIGHPERFORMANCE RELATIONSHIPSDEVELOPA COMMON GROUNDBUYERSWant:Reliable delivery without interruptionsReliable products with low rejection and defect ratesEfficient lead timesSELLERSWant to:Sell Large VolumesSell similar amounts over timeManage their selling and support expenses2-McGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved2-*REQUIREMENTS FOR HIGH PERFORMANCE RELATIONSHIPSGOES BEYOND THE FINANCIAL CONSIDERATIONS:INTEGRITYFAIRNESSLOYALTYFLEXIBILITYINPUT INTO YOUR PARTNER’S STRATEGYPARTNER’S INPUT INTO YOUR STRATEGYCOMPLIANCE WITH PROCEDURES AND AGREEMENTHONOR COMMITMENTSSTAND BEHIND YOUR PRODUCTS2-McGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved2-*2-*Exhibit 2-42-McGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reservedTHE RELATIONSHIP DEVELOPMENT PROCESSAwareness2. Exploration3. Expansion4. Commitment1. No interaction. Unilateralconsiderations of potential Partners.2..Interaction between the parties occurs. A gradual increase in dependence reflects probing and testing. Termination of this fragile association is simple3. One party has made a successful request for adjustment. Both parties are satisfied with some customization involved. Additional benefits from products, services, or terms are sought from the current partner rather than from an alternative partner.4. Some means of sustaining the relationship result contracts, shared ownership, social ties, inputs are significant and consistent. Partners adapt and resolve disputes internallyRelationship phasePhase characteristicsSource: Adapted from F. Robert Dwyer, Paul H. Schurr, and Sejo Ob, “Developing Buyer-Seller Relationships.: Used with permission from the Journal of marketing, published by the American Marketing Association, vol 52 (April 1987), p.21. ExpectationsdevelopmentAttractionCommunication & bargainingPower &justiceNormdevelopmentShared values and decision-making structuressupport joint investment in relation.0 Seller’s dependence on buyerBuyer’s dependence on seller 0 2-*TWO CHOICES FOR STAYINGIN A BUSINESS RELATIONSHIPYOU WANT TO.THE REWARDS ARE FINANCIAL, STRATEGIC OR PSYCHOLOGICALYOU HAVE TO.THE COST TO EXIT IS TOO HIGH OR THERE ARE NO ALTERNATIVES2-McGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved2-*SUGGESTIONS FOR MAKING BUSINESS- TO-BUSINESS RELATIONSHIPS LASTMAKE ON-SITE VISITS TO YOUR PARTNERTRADE PERSONNEL AND OFFICESMANAGE TOTAL DEPENDENCE WITH AN ALTERNATE SUPPLIERMAKE THE PLEDGE OF CONTINUOUS SERVICEDEVELOP A RELATIONAL CONTRACTPROVIDE OWNERSHIP BY BRINGING FUNCTIONS OR TECHNOLOGY WITHIN BOUNDARIES OF PARTNER’S FIRM2-McGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved