Business Marketing Lecture 1
Business Marketing Lecture 1
Business Marketing Lecture 1
Marketing
What is marketing?
‘Marketing is the management process that
identifies, anticipates and satisfies customer
requirements profitably’
‘The right product, in the right place, at the
right time, and at the right price’
Contd…
‘Marketing is a social and managerial
process by which individuals and groups
obtain what they want and need through
creating, offering and exchanging products
of value with others’ Kotler 1991
For an exchange to
There are at least two parties. occur…..
Each party has something that might be
of value to the other party.
Each party is capable of communication
and delivery.
Each party is free to reject the exchange
offer.
Each party believes it is appropriate or
desirable to deal with the other party
Evolution of Marketing
• Production Era
• Sales Era
• Marketing Concept Era
• Societal Era
Marketing Philisophies
Orientation Key Ideas
Place Convenience
Promotion Communication
Successful marketing requires
• Profitable
• Offensive (rather than defensive)
• Integrated
• Strategic (is future orientated)
• Effective (gets results)
Business Marketing
• “Business Marketing” or “Industrial Marketing” are used
interchangeably
• 50% of all business school graduates join firms that directly
compete in the business market
• Because of interest in high-tech markets and the size of
industrial markets, increased attention is being paid to
business marketing management
Business Markets
• Are markets for products and services from
local to international
Bought by:
• Businesses
• Government bodies
• Institutions
For:
• Incorporation
• Consumption
• Use
• Resale
What Are Business Products?
• Used to manufacture
other products
• Become part of another product Key is the
product’s
• Aid in the normal operations of intended
an organization
use
• Are acquired for resale
without change in form
• A product purchased for personal use
is considered a consumer good
Business to Business (B2B)
Marketing is Huge
1. Business marketers serve the largest markets of all.
2. Dollar volume of the business market greatly exceeds the
consumer market.
3. A single customer can account for enormous levels of
purchasing activity. (For example, GM’s 1,350 business buyers
each purchase more than $50 million annually.)
B2C and B2B
The Consumer Market (B2C) and the Business Market (B2B) at
Dell, Inc.
B2C B2B
Producers OEMs
Commercial
Wholesalers
Resellers Retailers
Federal State
Governments
Municipal County
And…
Create programs that include products, services, ideas and solutions to
problems that offer value and provide opportunities for their customers.
Professional Marketing Managers
Employ Customer Relations Management (CRM) tools for:
Identifying and categorizing customer segments
Determining customer’s present and potential needs
Visiting customers to learn about applications of
products
Developing and executing individual components of
marketing to include:
Sales, advertising, promotions, service programs,
pricing, channel development, etc.
Marketing’s Cross-Functional Relationships
• Derived demand
• Fluctuating demand
• Stimulating demand
• Price sensitivity / demand elasticity
Derived Demand
• The demand for business products is called derived demand
because the demand for industrial products is derived from the
ultimate demand for consumer products.
Example:
•An increase in mortgage rates can quickly stifle new
home sales. This slows down the need for new household
products. Businesses react by decreasing their inventory
of materials or putting off buying new machinery.
•This action explains why the demand for many industrial
products tends to fluctuate more than the demand for
consumer products.
Stimulating Demand
• Sometimes, business marketers need to stimulate
demand for consumer goods which either incorporate
their products or are used to make consumer products.
•Business market customers are comprised •Among Dell’s customers are Boeing,
of commercial enterprises, institutions, and Arizona State University, and numerous
governments. state and local government units.
•A single purchase by a business customer is •An individual may buy one unit of a software
far larger than that of an individual consumer. package upgrade from Microsoft while
Citigroup purchases 10,000.
•The demand for industrial products is derived •New home purchases stimulate the demand for
from the ultimate demand for consumer products. carpeting, appliances, cabinets, lumber, and a
wealth of other products.
•Relationships between business marketers •IBM’s relationship with some key customers
tend to be close and enduring. spans decades.
•Buying decisions by business customers often •A cross-functional team at Procter & Gamble
involve multiple buying influences rather than a (P&G) evaluates alternative laptop PCs and
single decision maker. selects Hewlett-Packard.
•While serving different types of customers, •Job titles include marketing manager, product
business marketers and consumer-goods manager, sales manager, account manager.
marketers share the same job titles.
The Supply Chain Figure 1.5
Michael Porter and Victor Millar observed that “to gain competitive
advantage over its rivals, a company must either perform these activities at a
lower cost or perform them in a way that leads to differentiation and a
premium (more value).”
Categories of Business Market Customers
Producers OEMs
Commercial
Wholesalers
Resellers Retailers
Federal State
Governments
Municipal County
• Users
• OEMs
• Dealers and distributors
Users