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Co ch7 marketing

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  • 1. Analyzing Business Markets Avian Co May 12, 2010 AGSB - Marketing 7 Concepts in Ateneo School of Medicine and Public Heath
  • 2. Outline:
    • Getting to know the Business Market and the Buying Situations
    • How do business buyers make their decisions?
    • Building strong relationships with business customers.
    Outline: Connecting with Customers… Ateneo School of Medicine and Public Heath
  • 3. Concept 1: The Business Market where products are sold as part of another production process Ateneo School of Medicine and Public Heath
  • 4.
    • Kotler: Texas Instruments, PPG Industries
    • Local: Leslie’s Corp., PLDT/SMART, Neo laptop
    • RP Medical Application: Hospital services, PhilHealth, Anti-rabies vaccine
    Concept 1: The Business Market where products/services are sold as part of another production process Ateneo School of Medicine and Public Heath
  • 5.
    • Straight Rebuy
    • Modified Rebuy
    • New Task
    Concept 2: Buying Situations affects the buying requirements, the people involved, and the time required Ateneo School of Medicine and Public Heath
  • 6.
    • Kotler: Orica Ltd.
    • Local: Light Railway Transit (LRT), Smartmatic PCOS
    • RP Medical Application: generic drugs, B Braun
    Concept 2: Buying Situations affects the buying requirements, the people involved, and the time required Ateneo School of Medicine and Public Heath
  • 7. Concept 3: Systems Buying and Selling Bidding and Contracting Ateneo School of Medicine and Public Heath
  • 8. Concept 3: Systems Buying and Selling Bidding and Contracting Ateneo School of Medicine and Public Heath Turnkey solutions desired; Bids solicited System subcomponents assembled Prime Contractors Second-tier Contractors
  • 9. Concept 3: Systems Buying and Selling Bidding and Contracting
    • Kotler: Shell Oil
    • Local: Agricultural supplies, catering services
    • RP Medical Application: Anti-rabies vaccines in local govt units, TDF for
    • GF projects
    Ateneo School of Medicine and Public Heath
  • 10. Concept 4: Identifying the Buying Center = decision-makers Ateneo School of Medicine and Public Heath Small Sellers Large Sellers Key Buying Influencers Multilevel In-depth Selling
  • 11. Concept 4: Identifying the Buying Center = decision-makers
    • Shares common goals and risks
    • TARGET:
      • Personal motivations
      • Perceptions
      • Preferences
    Ateneo School of Medicine and Public Heath
  • 12.
    • Kotler: General Motors, SAS Institute Inc.
    • Local: Housewives (decision-makers targeted by commercials for home care products)
    • RP Medical Application: Doctors targeted by medreps
    Concept 4: Identifying the Buying Center = decision-makers Ateneo School of Medicine and Public Heath
  • 13.
    • Constant communication
    Concept 5: Satisfying the Key Buying Influencers Ateneo School of Medicine and Public Heath
  • 14. Concept 5: Satisfying the Key Buying Influencers
    • Kotler: Symantec (Norton)
    • Local: Government
    • RP Medical Application: Doctors, Prof. Gage (hospital admin)
    Ateneo School of Medicine and Public Heath
  • 15. Concept 6: The Benefits of Vertical Coordination (Mutual Benefits)
    • Knowledge and Trust
    Ateneo School of Medicine and Public Heath
  • 16. Concept 6: The Benefits of Vertical Coordination (Mutual Benefits)
    • Kotler: Lincoln Electric and The Holland Binkley Company; Motoman Inc. and Stillwater Tech
    • Local: Food stalls in ASMPH
    • RP Medical Application: TMC (patient as partners),
    Ateneo School of Medicine and Public Heath
  • 17. Concept 7: Business Relationships: Risks and Opportunism
    • Strive for joint benefits
    Ateneo School of Medicine and Public Heath
  • 18. Concept 7: Business Relationships: Risks and Opportunism
    • Kotler: Ford Taurus and Lear Corporation
    • Local: ZTE
    • RP Medical Application: Mercury drug and pharmaceutical companies, Wyeth
    Ateneo School of Medicine and Public Heath
  • 19. Analyzing Business Markets Avian Co May 12, 2010 AGSB - Marketing 7 Concepts in Ateneo School of Medicine and Public Heath

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