B2B Marketing - Chapter 1: Overview about b2b marketing
INTRODUCTION ABOUT BUSINESS MARKETING Dr. Vũ Thế Dũng Sep 2008
Course Overview About the lecturer What do we have after this course? Course structure Teaching and learning methods Course activities 2
About the lecturer Dr. Vu The Dung MBA in International Business (AIT, Thailand) PhD in International Marketing (ODU, USA) Marketing Lecturer School of Industrial Management, HCM University of Technology Vice Dean Head of Marketing and Management Department
What can we get from this course? Scientific approach to B2B Marketing issues and problems Systematic thinking in Marketing Methods of data collection Formulation of Marketing strategy and plan from strategic to implementation perspective
What can we get from this course Contemporary B2B Marketing knowledge Core Marketing concept: market, target market, customer need, customer behavior, market segmentation, marketing research Marketing strategy, STP strategy, Competitive strategy, Customer Satisfaction, Relationship Marketing, CRM Marketing Plan, Marketing Mix: Product, Price, Place, Promotion, IMC
What can we get from this course Improve your soft skills: Reading Participating in class and group discussion Presenting Writingand Presenting: Project Proposal Project Report (Marketing Plan) Team work Data collection and analysis
This course will NOT Turn you into a Marketing Professional Answer all the Marketing related questions you might have Go into details of all marketing techniques
Course Activities Book readings Video Clips Open discussion Case study Individual assignments Short quizzes Group Project Presentation
Critical thinking Open minded Multicultural Flexible Trial and error Challenge existing assumptions No discrimination 07/16/12
Grading Final Exam: 35% Mid Term: 20% Group Project: 35% Participation: 10%
Course Structure B2B Marketing overview Business Group Buyer Project Behavior B2B B2B Strategy Mix 4Ps Customer CRM Retention 12
Discussion What you have in your mind when you hear the term “Business Marketing”? List several Marketing Techniques that you consider important. Is Marketing good or bad? Where to apply Marketing? 14
Case study Nắng Sài Gòn is a new, luxurious restaurant located in District 1. The Director asks his staff to go out to the stress to distribute brochure and leaflets. Discuss the director’s marketing solution? If you were a director of this restaurant, draw a brief Marketing Plan to Market Nang Sai Gon.
Trends in Marketing thinking and practice From make-and-sell marketing to sense-and- respond marketing. From focusing on customer attraction to focusing on customer retention From pursuing market share to pursuing customer share From marketing monologue to customer dialogue.
Trends in Marketing thinking and practice From mass marketing to customized marketing From owning assets to owning brands. From operating in the marketplace to operating in cyberspace. From single-channel marketing to multichannel marketing. From product-centric marketing to customer- centric marketing.
Marketing – basic model Target Need Customers Physical Emotional Capability Product Price Value Competition Place Quality Promotion Price Company Competitors 18
B2B Definition Business marketing is marketing products or services to other companies, government bodies, institutions (such as hospitals), and other organizations Business to Business Marketing Industrial Marketing 20
Business Customers Original Equipment Manufacturers. When a company purchases a product or service to be included in its own final product, the company is called an original equipment manufacturer (OEM). Users. When GM purchases copier paper from Xerox, General Motors is considered a user, or the business equivalent of the final consumer. 23
Business Customers Government Agencies Institutions include organizations such as schools (kindergarten through 12th-grade systems as well as colleges and universities), hospitals and nursing homes, churches, and charitable organizations. Industrial distributors are those organizations that supply industrial companies with products and services. 24
Types of Products and Services they buy Raw materials, or materials processed only to the point required for economic handling and distribution, are also sold to OEMs for use in the products they manufacture. Gold and silver, for example, are purchased by companies such as AT&T for use in the manufacture of telecommunications equipment. Component parts, or OEM parts, are parts assembled into the final product without further transformation.
Types of Products and Services they buy Accessory equipment. Other products are facilitating products; they facilitate the company’s achievement of its objectives, but are not part of the final product. Hand tools, such as sanders, routers, portable saws, and other light tools, are called accessory equipment. Office equipment, such as personal computers and desktop printers, would also fit in the accessory equipment category. Capital equipment, also called installations, refers to large equipment used in the production process that requires significant financial investment. Capital equipment would include overhead cranes, blast furnaces, industrial robots, and other manufacturing equipment as well as forklifts, road graters, and other heavy construction machinery.
Types of Products and Services they buy MRO items (maintenance, repair, and operations products)Products sold to users for use in the company’s operations are often labeled MRO items. Operating supplies would include the copier paper mentioned earlier. Another term is facilitating supplies or facilitating services, because they support company efforts but are not part of the final product. Banking services, marketing research services, advertising services, and transportation services also fall into this category.
Summary of Key Points E-learning, e-resources, discussion online, up-to-date announcement Satisfy Customer need in a better way than competitors Marketing Mix 4P = 4C Sales vs. Marketing Concept 28
Class activities Required Readings Customer Orientation, Customer, Marketing Roles and Skills, Markets, Trends In Marketing Thinking and Practice – R1 Future Market– R2 High Performance Marketing, – R2 Marketing Myopia – R2 Text book: chapter 1, 2
Discussed Questions for Next Class How business customers buy? What are the differences in purchasing process among next task purchase, modified rebuy, and straight rebuy? Provide real examples for your answers
Group Project Form group of 4-5 students Choose a product/ or service you want to introduce in the market. Form initial ideas for market plan. You can also choose another topics suggested by the lecturer
Dự án nhóm Chọn một trong các vấn đề sau phù hợp với thực tiễn công ty Anh/Chị và phân tích: Các yếu tố cấu thành sự thỏa mãn của khách hàng doanh nghiệp – theo từng cá nhân có ảnh hưởng Vẽ và mô tả qui trình mua của khách hàng: mua mới, mua lặp lại, mua lặp lại có điều chỉnh Công ty Anh/Chị phù hợp với loại tiếp thị nào: Relationship Marketing hay Transactional Marketing? Phân tích. Làm thế nào để xây dựng và phát triển quan hệ dài hạn với các đối tác (khách hàng, nhà cung cấp,…) ở Việt Nam. Phân tích và kiến nghị Phân tích qui trình bán hàng công nghiệp của công ty anh /chị. Nêu các điểm mạnh và điểm yếu. Kiến nghị 33
Dự án nhóm Phân tích các chiến lược phân phối của công ty Anh/Chị. Nêu ưu và nhược điểm. Kiến nghị Phân tích các chiến lược quản trị sản phẩm của công ty Anh/Chị. Ưu và nhược điểm. Kiến nghị Phân tích qui trình nghiên cứu thị trường của công ty Anh/Chị. Ưu và nhược điểm. Kiến nghị Phân tích chiến lược giá của công ty Anh/Chị. Ưu và nhược điểm. Kiến nghị Phân tích chiến lược truyền thông của công ty Anh/Chị. Ưu và nhược điểm. Kiến nghị Phân tích chiến lược cạnh tranh của công ty Anh/Chị . Ưu và nhược điểm. Kiến nghị Phân tích chiến lược phục vụ khách hàng của công ty Anh/Chị. Ưu và nhược điểm. Kiến nghị 34