B2B Marketing - Chapter 1: Overview about b2b marketing

1. INTRODUCTION ABOUT BUSINESS MARKETING
Dr. Vũ Thế Dũng
Sep 2008

2. Course Overview
About the lecturer
What do we have after this course?
Course structure
Teaching and learning methods
Course activities
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3. 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

4. What do you expect from this course?
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5. 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

6. 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

7. 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

8. 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

9. Course Activities
 Book readings
 Video Clips
 Open discussion
 Case study
 Individual assignments
 Short quizzes
 Group Project
 Presentation

10. Critical thinking
 Open minded
 Multicultural
 Flexible
 Trial and error
 Challenge existing assumptions
 No discrimination
07/16/12

11. Grading
 Final Exam: 35%
 Mid Term: 20%
 Group Project: 35%
 Participation: 10%

12. Course Structure
B2B Marketing
overview Business
Group Buyer
Project
Behavior
B2B B2B Strategy
Mix 4Ps
Customer
CRM Retention
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13. B2B Marketing Overview – Learning Objectives
 Why B2B Marketing?
 B2B vs. B2C
 Transactional Marketing vs. Relationship
Marketing
 Required Readings
 Summary
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14. 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?
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15. 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.

16. 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.

17. 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.

18. Marketing – basic model
Target Need
Customers Physical
Emotional
Capability
Product
Price Value Competition
Place Quality
Promotion Price
Company Competitors
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19. B2B System

20. 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
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21. How Business Marketing Differs

22. Types of Customers

23. 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.
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24. 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.
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25. 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.

26. 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.

27. 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.

28. 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
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29. Q/ A
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30. 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

31. 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

32. 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

33. 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
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34. 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
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