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