Bài giảng Marketing công nghiệp: Chapter 2 - Ph.D. Đinh Tiến Minh

Bài giảng "Marketing công nghiệp - Chapter 2: Understanding business market and environment" cung cấp cho người học các kiến thức: Types of business customers, classification of industrial product, purchasing orientations of B.C, types of buying situations, environmental analysis of B.M, questions and homework.
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Bài giảng Marketing công nghiệp: Chapter 2 - Ph.D. Đinh Tiến Minh1/2/2017Chapter 2Understanding Business Marketand Environmentwww.dinhtienminh.netDINH Tien Minh (Ph.D.)University of Economics HCMCObjectivesUnderstand types of business customers andclassification of industrial goods andservices.Know purchasing orientations and practicesof business customers.Understand environmentalbusiness marketing.analysisin2Content2.1 Types of business customers (B.C)2.2 Classification of industrial product2.3 Purchasing orientations of B.C2.4 Types of buying situations2.5 Environmental analysis of B.M2.6 Questions and Homework311/2/20172.1. Types of Business CustomersKrishna K Havaldar (2010), Business Marketing, McGraw Hill, 3rd edition, p16.42.1. Types of Business Customers (cont’)Krishna K Havaldar (2010), Business Marketing, McGraw Hill, 3rd edition, p16.52.2. Classification of Industrial ProductKrishna K Havaldar (2010), Business Marketing, McGraw Hill, 3rd edition, p18.621/2/20172.2. Classification of Industrial ProductKrishna K Havaldar (2010), Business Marketing, McGraw Hill, 3rd edition, p18.102.2. Classification of Industrial ProductKrishna K Havaldar (2010), Business Marketing, McGraw Hill, 3rd edition, p18.122.3. Business Customer’s PurchasingorientationBusiness buyers choose one of the threepurchasing orientations: Buying Procurement Supply Chain Management (SCM)*(*)James C. Anderson & James A. Narus, Business Market Management, PearsonEducation, Inc., 2004, 91-105.151531/2/20172.3. Business Customer’s Purchasingorientation (cont’)Purchasing Orientation of Industrial CustomersKrishna K Havaldar (2010), Business Marketing, McGraw Hill, 3rd edition, p21.16162.3. Business Customer’s Purchasingorientation (cont’)1. Buying orientation: This purchasing firmhas a narrow and short-term focus. Thebuyers follow the practices as below:Lowest Price:• Always select the lowest price supplier.• Quality and availability are the factors considered asqualifiers.• The qualified suppliers are invited to negociate.• The negociation style used is WIN & LOSE.17172.3. Business Customer’s Purchasingorientation (cont’)1. Buying orientation: Gain Power over the suppliers by usingcommodification & multisourcing:• Commodification: Buyers tell that the product is acommodity and price is the only thing to be negotiated.• Multisourcing: Buyers ask quotations from severalsuppliers who compete to get more share of purchase.181841/2/20172.3. Business Customer’s Purchasingorientation (cont’)1. Buying orientation:The tactics used for avoiding risk are:• Follow the standard purchase procedure of company.• Work with the suppliers who proved their performance.19192.3. Business Customer’s Purchasingorientation (cont’)2. Procurement orientation: This purchasingfirm has a long-term focus. The buyers seekboth quality improvements and costreductions.Collaborative relationship with major suppliers:• Both Supplier and Buyer must trust one another.• Have inter-firm team who implements J.I.T and qualityassurance.• The integrative negociation includes focusing oncommon interests and goals.20202.3. Business Customer’s Purchasingorientation (cont’)2. Procurement orientation: Working closely with other functional areas:• Clarify the specifications of the products or services.• Ensure the quality of purchased goods.• Keep timely availability of products or services.• Work closely with manufaturing group on MaterialsRequirement Planning (MRP).21215