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Enatsu chapter 7 marketing

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Enatsu chapter 7 marketing

  1. 1. Top 10 ConceptsChapter 7ANALYZING BUSINESS MARKETS 1
  2. 2. Outline:1. Business Market2. Buying Situation3. Systems Buying and Selling4. Buying Center5. Satisfying Key Buying Influencers
  3. 3. Outline:6. Supplier Diversity7. Buy Phases8. Benefits of Vertical Coordination9. Business Relationships10. Institutional Market
  4. 4. Concept 1: What is a business market? OrganizationSuppliers Suppliers
  5. 5. Concept 1:What is a businessmarket? Kotler: Texas Instruments, PPG Industries Local: Starbucks, PLDT/SMART, Neo laptop Medical: Hospital services, B Braun
  6. 6. Concept 2: Buying Situations  Affects the decisions in making a purchaseStraight Rebuy Modified Rebuy New Task
  7. 7. Concept 2:Buying Situations  Kotler: Orica  Local: Light Railway Transit (LRT), Smartmatic PCOS  Medical: hospitals and pharmaceuticals, B Braun
  8. 8. Concept 3: Systems Buying and Selling Total solutionProblem to problem from Bidding Primary !!! 1 !!! Contractor seller preferred Subcomponents Secondary Contractor System “TURNKEY SOLUTION”
  9. 9. Concept 3:Systems Buying andSelling  Kotler: Shell Oil  Local: Architectural Firms  Medical: Information Technology used by TMC
  10. 10. Concept 4:Identifying the BuyingCenter Initiators Users Influencers Deciders Approvers Buyers Gatekeepers
  11. 11. Concept 4: Identifying the Buying Center Kotler: General Motors, Consultants and technical advisors Local: Government officials Medical: Patients, hospitals administrators
  12. 12. Satisfying Key BuyingInfluencers Constant communication
  13. 13. Satisfying Key BuyingInfluencers Kotler: Symantec Corp (Norton) Local: Market research companies Medica: Medical representatives
  14. 14. Concept 6: Supplier Diversity Ex. Factory producing But you can reach out processed meat to others too!(for human consumption) **Broaden the customer base!
  15. 15. Concept 6:Supplier Diversity  Kotler: Pfizer  Local: McDonalds (w/ Mc Café)  Medical: TMC
  16. 16. Stages in the BuyingProcess
  17. 17. Stages in the BuyingProcess Kotler: Lincoln Electric Local: Tiangge Medical: Canvasing for doctors
  18. 18. Concept 8: The Benefits of Vertical Coordination Activities that create more Trust andEfforts to build.. teamwork value for both parties
  19. 19. Concept 8:The Benefits of VerticalCoordination  Kotler: Motoman inc & Stillwater tech.  Local: Food stalls inside schools  Medical: Maxicare inside TMC
  20. 20. Concept 9: Business Relationships Profit RisksCustomer Supplier Opportunism Relationship
  21. 21. Concept 9:Business Relationships  Kotler: Xerox  Local: Seven Eleven franchising  Medical: Mercury Drug and drug suppliers
  22. 22. Concept 10: Institutional MarketSchoolsHospitalsNursing homesPrisons Institutions that provide goods & services to people in their care **Thus suppliers must adapt to their offers
  23. 23. Concept 10:Institutional Market  Kotler: Aramark Corp.  Local: Car customization shops, Korean barber shops  Medical: American Eye
  24. 24. Top 10 ConceptsANALYZING BUSINESSMARKETS Mitsuharu Enatsu MD 07 0072 ASMPH 24

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