Bài giảng Marketing công nghiệp: Chapter 1 - Ph.D. Đinh Tiến Minh

1/2/2017<br /> <br /> Chapter 1<br /> <br /> Introduction to Business<br /> Marketing<br /> www.dinhtienminh.net<br /> <br /> DINH Tien Minh (Ph.D.)<br /> University of Economics HCMC<br /> <br /> Objectives<br /> <br /> Understand Business Market and Business<br /> Marketing.<br /> Distinct the differences between B2B and<br /> B2C.<br /> Know the different kinds of demand in<br /> Business Market.<br /> <br /> 2<br /> <br /> Content<br /> 1.1 Concepts of Business Market<br /> 1.2 Concepts of Business Marketing<br /> 1.3 Demands of Business Market<br /> 1.4 Conceptual Questions<br /> <br /> 1.5 Homework<br /> <br /> 3<br /> <br /> 1<br /> <br /> 1/2/2017<br /> <br /> 1.1. Concepts of Business Market<br /> <br /> What is Business Market?<br />  All of the organisations who buy goods and/or<br /> services for producing their own goods and/or<br /> services.<br /> Krishna K Havaldar (2010), Business Marketing, McGraw Hill, 3rd edition, p1.<br /> <br /> 4<br /> <br /> 1.1. Concepts of Business Market (cont’)<br /> <br /> Business organizations include:<br />  Commercial market: the Firms that acquire<br /> products to support, directly or indirectly,<br /> production of other goods and services. This is<br /> the largest segment of the business market.<br />  Trade industries: Retailers or wholesalers that<br /> purchase products for resale to others.<br /> <br /> 5<br /> <br /> 1.1. Concepts of Business Market (cont’)<br /> <br /> Business organizations include (cont’):<br />  Government: all domestic levels (federal, state,<br /> local) and foreign governments.<br />  Public and private institutions: such as hospitals,<br /> churches, colleges and universities, and museums.<br /> <br /> 6<br /> <br /> 2<br /> <br /> 1/2/2017<br /> <br /> 1.1. Concepts of Business Market (cont’)<br /> <br /> Characteristics of Industrial Market:<br />  Geographic market concentration<br /> • Business market is more concentrated than consumer<br /> market and becomes less geographically concentrated as<br /> Internet technology improves.<br /> <br />  Sizes and number of buyers<br /> • Business market has smaller number of buyers than<br /> consumer market.<br /> • Many buyers are large organizations, such as Boeing,<br /> which buys jet engines.<br /> <br /> 7<br /> <br /> 1.1. Concepts of Business Market (cont’)<br /> <br /> Characteristics of Industrial Market (cont’):<br />  The purchase decision process<br /> • Sellers must navigate organizational buying processes<br /> that often involve multiple decision makers.<br /> • Purchasing process is usually more formal than in<br /> consumer market and may require bidding and<br /> negotiations.<br /> <br />  Buyer-seller relationships<br /> • Often more complex than in consumer market.<br /> • Greater reliance (trust) on relationship marketing.<br /> 8<br /> <br /> 1.1. Concepts of Business Market (cont’)<br /> <br /> Characteristics of Industrial Market (cont’):<br />  Evaluating international business markets<br /> • Business purchasing patterns differ from country to<br /> country.<br /> • Global sourcing purchasing goods and services from<br /> suppliers worldwide.<br /> – Can bring significant cost savings but requires adjustments.<br /> <br /> 9<br /> <br /> 3<br /> <br /> 1/2/2017<br /> <br /> 1.1. Concepts of Business Market (cont’)<br /> <br /> Customer value in Business Markets:<br />  The economic, technical, service and social benefits<br /> received by a customer firm in exchange for the<br /> price paid for the product or service offering.<br /> Anderson and Narus, Business Market Management, Pearson Education,<br /> 2nd edition, p5-9.<br /> <br />  A ratio between what the customer gets (functional<br /> and emotional benefits) and what he gives<br /> (monetary, time, energy cost).<br /> Philip Kotler, Marketing Management, Prentice Hall India, 11th edition,<br /> p11-12.<br /> 10<br /> <br /> 1.1. Concepts of Business Market (cont’)<br /> <br /> Customer value in Business Markets (cont’):<br />  Accurately estimating value would help the<br /> supplier firms to create and deliver value to<br /> targeted market segments and customers. Here are<br /> some methods:<br /> • Focus group<br /> • Customer interview<br /> • Internal test (conduct laboratory test)<br /> <br /> 11<br /> <br /> 1.2. Concepts of Business Marketing<br /> <br /> What is Business Marketing?<br /> <br /> R<br /> <br /> S.T.P<br /> <br /> MM<br /> <br /> I<br /> <br /> C<br /> <br /> 12<br /> <br /> 4<br /> <br /> 1/2/2017<br /> <br /> 1.2. Concepts of Business Marketing (cont’)<br /> Product<br /> <br /> Place<br /> Marketing Mix<br /> <br /> Personal<br /> selling<br /> Price<br /> Promotion<br /> <br /> Advertising<br /> C/T<br /> Promotion<br /> <br /> Press<br /> Meeting<br /> <br /> Direct<br /> Marketing<br /> <br /> Event/<br /> Launching<br /> <br /> PR<br /> <br /> Charity/<br /> Sponsor<br /> Crisis<br /> Evaluation<br /> <br /> 13<br /> <br /> 1.2. Concepts of Business Marketing (cont’)<br /> <br /> What is Business Marketing? (cont’)<br />  Organizational sales and purchases of goods and<br /> services to support production of other products, to<br /> facilitate daily company operations, or for resale.<br /> <br />  Companies also buy services, such as legal,<br /> accounting, office-cleaning, and other services.<br /> Lau Geok Theng (2007), Business Marketing – An Asian Perspective,<br /> McGraw Hill, p3.<br /> <br /> 14<br /> <br /> 1.2. Concepts of Business Marketing (cont’)<br /> <br /> The importance of Business Marketing<br />  The business market occupies several layers of the<br /> value chain in comparison to the consumer market,<br /> which often occupies one layer.<br /> Metal plastics<br /> • Business<br /> market<br /> <br /> Electronic<br /> components<br /> • Business<br /> market<br /> <br /> Printed circuit<br /> boards<br /> • Business<br /> market<br /> <br /> Televisions<br /> Computers<br /> • Consumer<br /> market<br /> • Business<br /> market<br /> <br /> Lau Geok Theng (2007), Business Marketing – An Asian<br /> Perspective, McGraw Hill, p4.<br /> 15<br /> <br /> 5<br /> <br />