7 cokehyeng

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7 cokehyeng

  1. 1. Top 8 Concepts in <br />ANALYZING BUSINESS MARKETS<br />Leslie B Co Kehyeng<br />ASMPH<br />12 May 2010<br />
  2. 2.
  3. 3. The Business Market is different from the Consumer Market<br />What is the business market?<br />Who are involved in the buying and selling?<br />How do buyers make their decision?<br />
  4. 4. 1: The Business Market where products are sold as part of another production process<br />
  5. 5. Kotler: Texas Instruments, PPG Industries<br />Local: PLDT/SMART, Neo laptop<br />RP Medical Application: Hospital services, PhilHealth, Anti-rabies vaccine<br />1: The Business Market <br />
  6. 6. Straight rebuy<br />Modified rebuy<br />New task<br />2: Buying Situationsaffects the buying requirements, the people involved, and the time required<br />
  7. 7. Kotler: Orica Ltd.<br />Local: Light Railway Transit (LRT), Smartmatic PCOS<br />RP Medical Application: generic drugs, B Braun<br />2: Buying Situationsaffects the buying requirements, the people involved, and the time required<br />
  8. 8. 3: Systems Buying and SellingBidding and Contracting<br />
  9. 9. Kotler:Shell Oil<br />Local: Architectural firms<br />RP Medical Application: IT firmware used by TMC<br />3: Systems Buying and SellingBidding and Contracting<br />
  10. 10. 4: The Buying Center consists of members with roles<br />
  11. 11. Individuals/groups in the purchasing decision-making process<br />Kotler:Consultants and technical advisors<br />Local:Government officials <br />RP Medical Application:Patients, hospitals administrators <br />
  12. 12. 5: Satisfying Key Buying Influencers<br />Constant communication<br />-- Buyers exhibit different buying <br />styles<br />-- Individuals are motivated by their <br />own needs and perceptions in <br />attempting to maximize the <br />rewards<br />
  13. 13. Companies reach hidden buying influences and keep current customers informed<br />Kotler:Symantec Corp (Norton)<br />Local:Market research companies<br />RP Medical Application:Medical representatives<br />
  14. 14. 6: BUYPHASES – Buying process stages<br />
  15. 15. 6: BUYPHASES – Buying process stages<br />Kotler: Lincoln Electric<br />Local: Tiangge<br />RP Medical Application: Shopping for doctors<br />
  16. 16. 7: The Benefits of Vertical Coordination<br />Trust and <br />teamwork<br />Activities that create more value for both parties<br />Efforts to build..<br />
  17. 17. Kotler: Motoman Inc & Stillwater tech. <br />Local: Food stalls inside schools <br />RP Medical Application: Maxicare inside TMC<br />7: The Benefits of Vertical Coordination<br />
  18. 18. 8: Customer-Supplier relationship creates tension<br />Strive for joint benefits.<br />Profit<br />Risks<br />Customer-Supplier <br />Relationship<br />Opportunism<br />
  19. 19. Kotler: Xerox<br />Local: 7-Eleven franchising <br />RP Medical Application: Mercury Drug and drug suppliers <br />8: Customer-Supplier relationship creates tension<br />
  20. 20. Top 8 Concepts in<br />ANALYZING BUSINESS MARKETS<br />Leslie B Co Kehyeng<br />ASMPH<br />12 May 2010<br />

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