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

Bài giảng "Marketing công nghiệp - Chapter 1: Introduction to Business marketing" cung cấp cho người học các kiến thức: Concepts of business market, concepts of business marketing, demands of business market, conceptual questions, homework
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Bài giảng Marketing công nghiệp: Chapter 1 - Ph.D. Đinh Tiến Minh1/2/2017Chapter 1Introduction to BusinessMarketingwww.dinhtienminh.netDINH Tien Minh (Ph.D.)University of Economics HCMCObjectivesUnderstand Business Market and BusinessMarketing.Distinct the differences between B2B andB2C.Know the different kinds of demand inBusiness Market.2Content1.1 Concepts of Business Market1.2 Concepts of Business Marketing1.3 Demands of Business Market1.4 Conceptual Questions1.5 Homework311/2/20171.1. Concepts of Business MarketWhat is Business Market? All of the organisations who buy goods and/orservices for producing their own goods and/orservices.Krishna K Havaldar (2010), Business Marketing, McGraw Hill, 3rd edition, p1.41.1. Concepts of Business Market (cont’)Business organizations include: Commercial market: the Firms that acquireproducts to support, directly or indirectly,production of other goods and services. This isthe largest segment of the business market. Trade industries: Retailers or wholesalers thatpurchase products for resale to others.51.1. Concepts of Business Market (cont’)Business organizations include (cont’): Government: all domestic levels (federal, state,local) and foreign governments. Public and private institutions: such as hospitals,churches, colleges and universities, and museums.621/2/20171.1. Concepts of Business Market (cont’)Characteristics of Industrial Market: Geographic market concentration• Business market is more concentrated than consumermarket and becomes less geographically concentrated asInternet technology improves. Sizes and number of buyers• Business market has smaller number of buyers thanconsumer market.• Many buyers are large organizations, such as Boeing,which buys jet engines.71.1. Concepts of Business Market (cont’)Characteristics of Industrial Market (cont’): The purchase decision process• Sellers must navigate organizational buying processesthat often involve multiple decision makers.• Purchasing process is usually more formal than inconsumer market and may require bidding andnegotiations. Buyer-seller relationships• Often more complex than in consumer market.• Greater reliance (trust) on relationship marketing.81.1. Concepts of Business Market (cont’)Characteristics of Industrial Market (cont’): Evaluating international business markets• Business purchasing patterns differ from country tocountry.• Global sourcing purchasing goods and services fromsuppliers worldwide.– Can bring significant cost savings but requires adjustments.931/2/20171.1. Concepts of Business Market (cont’)Customer value in Business Markets: The economic, technical, service and social benefitsreceived by a customer firm in exchange for theprice paid for the product or service offering.Anderson and Narus, Business Market Management, Pearson Education,2nd edition, p5-9. A ratio between what the customer gets (functionaland emotional benefits) and what he gives(monetary, time, energy cost).Philip Kotler, Marketing Management, Prentice Hall India, 11th edition,p11-12.101.1. Concepts of Business Market (cont’)Customer value in Business Markets (cont’): Accurately estimating value would help thesupplier firms to create and deliver value totargeted market segments and customers. Here aresome methods:• Focus group• Customer interview• Internal test (conduct laboratory test)111.2. Concepts of Business MarketingWhat is Business Marketing?RS.T.PMMIC1241/2/20171.2. Concepts of Business Marketing (cont’)ProductPlaceMarketing MixPersonalsellingPricePromotionAdvertisingC/TPromotionPressMeetingDirectMarketingEvent/LaunchingPRCharity/SponsorCrisisEvaluation131.2. Concepts of Business Marketing (cont’)What is Business Marketing? (cont’) Organizational sales and purchases of goods andservices to support production of other products, tofacilitate daily company operations, or for resale. Companies also buy services, such as legal,accounting, office-cleaning, and other services.Lau Geok Theng (2007), Business Marketing – An Asian Perspective,McGraw Hill, p3.141.2. Concepts of Business Marketing (cont’)The importance of Business Marketing The business market occupies several layers of thevalue chain in comparison to the consumer market,which often occupies one layer.Metal plastics• BusinessmarketElectroniccomponents• BusinessmarketPrinted circuitboards• BusinessmarketTelevisionsComputers• Consumermarket• BusinessmarketLau Geok Theng (2007), Business Marketing – An AsianPerspective, McGraw Hill, p4.155