2. 1.What is business markets?
2.How different is the Business-to-
Business Marketing?
3.How do institutional buyers and
government agencies do their
buying?
Analyzing Business Markets…
Marketing Information on Business #MIB
3. Outline:
Marketing Information on Business…
1. Business Market, all organizations that BUY,
then Reproduce and SELL good and services
2. Business Market overall VALUE is BIGGER
versus Consumer Market
3. Institutional and Government BUYERS provide
goods and services to People in their CARE
Marketing Information on Business #MIB
4. Question 1a: What is Business Market?
Business Market is defined as …
ALL organizations that
SELL
BUY,
then Reproduce ; and
Marketing Information on Business #MIB
5. Question 1b: What is Business Market?
Business Market process includes …
and identify, evaluate, and
Organizational BUYING
A decision-making process
made by formal organizations to purchased
products and
services
choose among alternative brands and suppliers.
Marketing Information on Business #MIB
6. Question 2a: How different is the Business-to-Business Marketing?
Top 7 Key Issues faced by Business Marketers
7. Convincing C-level
executives
1. Understanding customer
needs in new ways
2. Identifying new
opportunities for growth
3. Improving value
management techniques
4. Calculating better
marketing metrics;
5. Competing and growing
in global markets
6. Countering the threat of
commoditization
Marketing Information on Business #MIB
7. Close supplier-customer
relationships
Question 2b: How different is the Business-to-Business Marketing?
B2B characteristics are contrast in some ways vs.
B2C such as…
Marketing Information on Business #MIB
8. Question 2c: How different is the Business-to-Business Marketing?
Jollibee entered a 30% Joint Venture with Cargill
Modified Rebuy
NEW Task
Straight Rebuy
C-Joy JFC
Marketing Information on Business #MIB
9. Question 2d: How different is the Business-to-Business Marketing?
BUYING complete SYSTEM solution from One
SELLER is called…
Government
(System Buying)
Prime Contractor
(System Selling)
Sub-Contractors
Marketing Information on Business #MIB
10. Question 2e: How different is the Business-to-Business Marketing?
7 Roles in the BUYING Centers
Initiator Influencer
Decider
Approver
individuals or groups who participate in the purchasing decision-making process
BUYER
Users
Gatekeepers
Marketing Information on Business #MIB
11. Question 2f: How different is the Business-to-Business Marketing?
8 Stages in the BUYING PROCESS of B2B similar to
B2C..
1. Problem recognition
2. General need description
3. Product specification
4. Supplier search
5. Proposal solicitation
6. Supplier selection
7. Order-routine specification
8. Performance review
Marketing Information on Business #MIB
12. Question 2g: How different is the Business-to-Business Marketing?
8 Categories of BUYER – SELLER Relationship
1. Basic buying and selling
2. Bare bones
3. Contractual transaction
4. Customer supply
5. Cooperative systems
6. Collaborative
7. Mutually adaptive
8. Customer is king
Marketing Information on Business #MIB
13. Question 3: How do institutional buyers and government agencies do their buying?
Institutional and Government MARKETS
provide goods and services to people in their CARE
Prison
Hospital
School
Government Office
Marketing Information on Business #MIB
14. 1. Business Market, ALL organizations that
BUY, then Reproduce and SELL
goods and services (What?)
2. Business Market overall value is
BIGGER versus consumer market
(Differentiation?)
3. Institutional and Government BUYERS
provide goods and services to people in
their CARE (Same concept?)
Summary:
Analyzing Business MARKETS…
Marketing Information on Business #MIB
