Analyzing Business Markets
Analyzing Business Markets
Analyzing Business Markets
Marketing Management
A South Asian Perspective, 13th ed
Chapter Questions
What is the business market, and how does it differ from the consumer market? What buying situations do organizational buyers face? Who participates in the business-to-business buying process?
Chapter Questions
How do business buyers make their decisions? How can companies build strong relationships with business customers? How do institutional buyers and government agencies do their buying?
Buying Situation
Straight rebuy
Modified rebuy
New task
Buyers
Gatekeepers
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Methods of e-Procurement
Websites organized using vertical hubs Websites organized using functional hubs Direct extranet links to major suppliers Buying alliances Company buying sites
Allow no refunds
Make no adjustments
Provide no services
Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.
Expertise
Trustworthiness
Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.
Likeability
Availability of alternatives
Importance of supply
Complexity of supply
What is Opportunism?
Opportunism is some form of cheating or undersupply relative to an implicit or explicit contract.
Marketing Debate
how different is B-to-B marketing?
Take a position: 1. Business-to-business marketing requires a special, unique set of marketing concepts and principles.
or 2. Business-to-business marketing is really not that different and the basic marketing principles apply.
Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.
Marketing Discussion
Consider some of the consumer behavior topics from Chapter 6. How might you apply them to businessto-business settings?