V47 Ch7 Business Markets Batisan Ronaldo
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This document outlines the key concepts for analyzing business markets, which include organizational buying processes, the differences between business and consumer markets, buying situations, systems buying, participants in the business buying process, perceptions of purchasing departments, stages in the buying process, managing business-to-business customer relationships, risks of opportunism in business relationships, and institutional and government markets. It also discusses how analyzing business markets involves understanding organizational needs, resources, policies, and buying procedures to create and capture value for sellers.
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The document discusses various frameworks for conducting a situation analysis for advertising planning, including the 5Cs analysis, SWOT analysis, Porter's 5 forces model, AIDA model, DAGMAR model, and hierarchy of effects model. It explains how to use these models to analyze the company, competitors, customers, collaborators, climate/environment, and to identify strengths, weaknesses, opportunities, threats. It also discusses how to define advertising objectives and target audiences, and the importance of brand personality in positioning strategy. The planning process involves situation analysis, objective setting, targeting, strategy development, implementation, and evaluation.
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This document discusses key marketing concepts and terms. It covers the evolution of marketing from the production concept to relationship marketing. It also discusses the marketing mix, target markets, market segmentation, and the impact of technology and social trends on marketing. Finally, it addresses topics like marketing strategy, marketing plans, business markets, competition, and marketing information systems.
D1What are some reasons management opposes unionization Do you .docx
D1
What are some reasons management opposes unionization? Do you agree or disagree with these reasons? Why or why not?
Present your views in approximately 250 words in your initial discussion post.
D2
What were the driving forces that led people to sacrifice so much to form unions? Was it worth it? What benefits were derived? What sacrifices were made?
Present your views in approximately 250 words in your initial discussion post.
Marketing Management
Fifteenth Edition
Chapter 7
Analyzing
Business Markets
Copyright © 2016, 2012, 2009 Pearson Education, Inc. All Rights Reserved
Copyright © 2016, 2012, 2009 Pearson Education, Inc. All Rights Reserved
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1
Learning Objectives
7.1 What is organizational buying?
7.2 What buying situations do business buyers face?
7.3 Who participates in the business-to-business buying process?
7.4 How do business buyers make their decisions?
7.5 In what ways can business-to-business companies develop effective marketing programs?
7.6 How can companies build strong loyalty relationships with business customers?
7.7 How do institutional buyers and government agencies do their buying?
Copyright © 2016, 2012, 2009 Pearson Education, Inc. All Rights Reserved
What is Organizational Buying?
Business market
Consists of all the organizations that acquire goods and services used in the production of other products or services that are sold, rented, or supplied to others
Copyright © 2016, 2012, 2009 Pearson Education, Inc. All Rights Reserved
Frederick E. Webster Jr. and Yoram Wind define organizational buying as the decision-making process by which formal organizations establish the need for purchased products and services and identify, evaluate, and choose among alternative brands and suppliers. Any firm that supplies components for products is in the business-to-business marketplace. More dollars and items change hands in sales to business buyers than to consumers.
3
Business Markets
Fewer, larger buyers
Close supplier–customer relationships
Professional purchasing
Multiple buying influences
Multiple sales calls
Derived demand
Inelastic demand
Fluctuating demand
Geographically concentrated buyers
Direct purchasing
Copyright © 2016, 2012, 2009 Pearson Education, Inc. All Rights Reserved
Business marketers contrast sharply with consumer markets in some ways. The business marketer normally deals with far fewer, much larger buyers than the consumer marketer does, particularly in such industries as aircraft engines and defense weapons. Because of the smaller customer base and the importance and power of the larger customers, suppliers are frequently expected to customize their offerings to individual business customer needs. Business goods are often purchased by trained purchasin.
Session 10 MG 220 BBA - 8 Sep 10
This document discusses the five stages of the business buying process:
1) Problem recognition where a business recognizes an issue that needs addressing.
2) Information search where the business gathers information from various sources to learn more about solutions.
3) Evaluation of alternatives where the business evaluates different product options.
4) Purchase decision where the business decides on specific details of the purchase like brand, retailer, and payment.
5) Post-purchase behavior which influences future customer engagement through satisfaction or dissatisfaction.
organization buying behavior
This document summarizes key concepts about organizational buying and the business buying process. It discusses how organizational buying differs from consumer buying, including that business markets have fewer and larger buyers that are geographically concentrated. It also outlines the different buying situations organizations face, including straight rebuys, modified rebuys, and new tasks. Additionally, it identifies the various roles in organizational buying centers and the environmental, organizational, interpersonal, and individual influences that impact business buying decisions. Finally, it provides an overview of the typical steps in the business purchasing/procurement process.
Developing Competitive advantage & Strategic Focus.pptx
The document discusses developing competitive advantage and strategic focus through situation analysis and SWOT analysis. It covers collecting and analyzing marketing information, including conducting an internal, customer, and external environment analysis. A SWOT analysis framework is then presented for organizing environmental data. Key elements of a SWOT analysis include identifying strengths, weaknesses, opportunities, and threats within the internal and external environments. Conducting a thorough situation analysis and SWOT is important for informing marketing strategy and leveraging competitive advantages.
Advanced Business Marketing Note.doc
This document provides an overview and introduction to business marketing. It begins by defining key terms like business marketing, business products, business buyers, and business markets. It then explains how business marketing differs from consumer marketing in that business purchases are made to achieve organizational objectives rather than for self-gratification. The document also classifies business products into seven categories based on how the goods are used, such as capital equipment, components, materials, and services. It notes that business buying decisions are more formalized and evaluated based on factors like potential demand, inventory levels, and profitability.
Markma 10 questions
The document discusses key concepts around organizational buying in business markets. It defines organizational buying as the process by which organizations establish needs, identify and evaluate alternatives, and choose suppliers. It identifies the three types of buying situations as straight rebuy, modified rebuy, and new task buying. It also discusses characteristics of business markets like fewer larger buyers and fluctuating demand.
Markma 10 questions
The document discusses key concepts around organizational buying in business markets. It defines organizational buying as the process by which organizations establish needs, identify and evaluate alternatives, and choose suppliers. It identifies the three types of buying situations as straight rebuy, modified rebuy, and new task buying. It also discusses characteristics of business markets like fewer larger buyers and fluctuating demand.
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V47 Ch7 Business Markets Batisan Ronaldo
- 1. ANALYZING BUSINESS MARKETS Ronaldo S. Batisan December 1, 2009 Ateneo Graduate School of Business Top 10 Concepts
- 6. Concept 3: Buying Situations
- 8. Concept 5: Participants in the Business Buying Process
- 11. Concept 8: Managing Business-to-Business Customer Relationships
- 12. Concept 9: Business Relationships: Risks and Opportunism
- 13. Concept 10: Institutional & Government Markets
- 17. ANALYZING BUSINESS MARKETS Ronaldo S. Batisan Ateneo Graduate School of Business Top 10 Concepts