Chapter 07 analyzing business markets

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Chapter 07 analyzing business markets

  1. 1. Chapter 7: Analyzing Business MarketsRoseller O QuinMarketing ManagementAteneo de Manila Graduate School ofBusinessRockwell, Makati
  2. 2. Chapter 7: Analyzing Business Markets The Buying Center Stages in the Buying Process Methods for Researching CustomerValue Establishing Corporate Trust andCredibility Trust Dimensions Categories of Buyer-SellerRelationshipsOutline
  3. 3. The Buying CenterInitiatorsUsersInfluencersDecidersApproversBuyersGate-keepersConcept 1
  4. 4. Examples on Concept 1The Buying CenterInitiatorsUsersInfluencersDecidersApproversBuyersGate-keepers
  5. 5. ProblemRecognitionNeed/ProductDescriptionSupplierSearch/ProposalSolicitation/SelectionOrder-RoutineSpecificationPerformanceReviewStages intheBuyingProcessConcept 2
  6. 6. Safe andPesticides-Free FoodOrganicFoodFarmHistory/OrganicProducersOrganicStandards/CertifiedOrganicProductionVolumeandNumber ofProducersStages intheBuyingProcessExamples on Concept 2
  7. 7. Internal EngineeringDesignFocus-groupValue AssessmentField Value-in-UseAssessmentConjoint AnalysisConcept 3ResearchingCustomer Value
  8. 8. CompositionalApproachDirect SurveyQuestionairesImportance RatingsResearchingCustomer ValueConcept 3
  9. 9. Industry Analysisof Organic AgricultureCommunity SupportedAgricultureOn-going Farmers’PracticesOrganic Market andProduction AnalysisResearchingCustomer ValueExamplesofConcept 3
  10. 10. Traditional FarmingPracticesConsumer AwarenessPreferenceConsumer Ratingson OrganicResearchingCustomer ValueBenchmarksExamplesofConcept 3
  11. 11. Establishing Corporate Trustand CredibilityExpertiseLikeabilityTrustworthinessTrust andCredibilityConcept 4
  12. 12. Examples on Concept 4Organic AgricultureExtension CapabilityMarket Visibility andCredible ProducersOrganic StandardsAnd CertificationTrust andCredibilityEstablishing Corporate Trustand Credibility
  13. 13. Trust DimensionsProduct/ ServiceQualityIncentivePartneringCooperativeDesignConcept 5
  14. 14. TransparencySupply ChainPervasive AdvocacyProduct ComparisonTrust DimensionsConcept 5
  15. 15. Trust DimensionsProduct/ServiceQualityIncentivePartneringCooperativeDesignExamples onConcept 5
  16. 16. Trust DimensionsExamples onConcept 5TransparencySupply ChainPervasiveAdvocacyProduct Comparison
  17. 17. Categories of Relationships Basic buying andselling Bare bones Contractualtransaction Customer supplyConcept 6
  18. 18.  Cooperativesystems Collaborative Mutuallyadaptive Customer is KingCategories of RelationshipsConcept 6
  19. 19. Examples on Concept6Categories of Relationships Basic buyingand selling Bare bones Contractualtransaction Customersupply
  20. 20.  Cooperativesystems Collaborative Mutuallyadaptive Customer isKingExamples on Concept 6Categories of Relationships
  21. 21. “Characteristics of BusinessMarkets” Fewer, largerbuyers Close supplier-customerrelationships Professionalpurchasing Many buyinginfluencesShow and Tell . . .
  22. 22. “Characteristics of BusinessMarkets”As Against . . . . Multiple salescalls Derived demand Inelastic demand Fluctuatingdemand Geographicallyconcentratedbuyers
  23. 23. WaltermartWaltermartRustan’sRustan’sThe Market
  24. 24. Rustan’sShopwiseLandmarkLandmarkTheMaRKet
  25. 25. Summary of Presentation The Buying Center Stages in the Buying Process Methods for Researching Customer Value Establishing Corporate Trust and Credibility Trust Dimensions Categories of Buyer-Seller RelationshipsShow and Tell . . . Characteristics of the Business MarketsOutline
  26. 26. Roseller O QuinMarketing ManagementAteneo de Manila Graduate School ofBusinessRockwell, MakatiChapter 7: Analyzing Business Markets

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