This document discusses analyzing business markets. It begins by defining business markets as all organizations that buy and sell goods and services. It notes that business markets have a larger overall value than consumer markets. It also discusses that institutional and government buyers provide goods and services to people under their care, such as prisons, hospitals, schools, and government offices. The document goes on to examine how business-to-business marketing differs from business-to-consumer marketing, covering topics like various buying situations, systems buying, buying centers, buying processes, and buyer-seller relationship categories. It aims to understand the needs of business customers in new ways to identify growth opportunities.

1. Business
Rogelio Lumanta
Marketing Management
TSMARKMA - R17
Prof. Bong De Ungria
MARKETS
Analyzing

2. 1.What is business markets?
2.How different is the Business-to-
Business Marketing?
3.How do institutional buyers and
government agencies do their
buying?
Analyzing Business Markets…

3. 1. Business Market, ALL organizations
that BUY and SELL goods and
services
2. Business Market overall value is
BIGGER versus consumer market
3. Institutional and Government
BUYERS provide goods and services
to people in their CARE
Outline:
Analyzing Business MARKETS…

4. Business Market :
Question 1: What is Business Market?
Analyzing Business MARKETS…
and identify, evaluate, and choose among
alternative brands and suppliers.
ALL organizations that
Organizational BUYING
decision-making
process
formal
organizations
purchased products
and services

5. Question 2a: How different is the Business-to-Business Marketing?
Top MARKETING Challenges
7. Convincing C-level
executives to embrace the
marketing concept
1. Understanding customer
needs in new ways
2. Identifying new
opportunities for growth
3. Improving value
management techniques
4. Calculating better
marketing performance and
accountability metrics;
5. Competing and growing
in global markets
6. Countering the threat of product
and service commoditization

6. Question 2b: How different is the Business-to-Business Marketing?
B2B (Business-to-Business) vs. B2C (Business-to-Consumer)

7. Question 2c: How different is the Business-to-Business Marketing?
BUYING Situations
Modified Rebuy
NEW Task
Straight Rebuy

8. Question 2d: How different is the Business-to-Business Marketing?
SYSTEMSBUYING and Selling
Government
Prime Contractor
Sub-Contractors
BUY total problem solution from
one seller

9. Question 2e: How different is the Business-to-Business Marketing?
THE BUYING Centers
Initiator / Users Influencer Decider
Approver
individuals or groups who participate in the purchasing decision-making process
BUYER

10. Question 2f: How different is the Business-to-Business Marketing?
BUYING PROCESS Stages
1. Problem recognition
2. General need description
3. Product specification
4. Supplier search
5. Proposal solicitation
6. Supplier selection
7. Order-routine specification
8. Performance review

11. Question 2g: How different is the Business-to-Business Marketing?
BUYER – SELLER Relationship Categories
• Basic buying and selling
• Bare bones
• Contractual transaction
• Customer supply
• Cooperative systems
• Collaborative
• Mutually adaptive
• Customer is king

12. Question 3: How do institutional buyers and government agencies do their buying?
Institutional and Government MARKETS
provide goods and services to people in their CARE
Prison
Hospital
School
Government Office

13. 1. Business Market, ALL organizations that
BUY and SELL goods and services
(What?)
2. Business Market overall value is
BIGGER versus consumer market
(Differentiation?)
3. Institutional and Government BUYERS
provide goods and services to people in
their CARE (Same concept?)
Summary:
Analyzing Business MARKETS…

14. Business
Rogelio Lumanta
Marketing Management
TSMARKMA - R17
Prof. Bong De Ungria
MARKETS
Analyzing