Character of Business Marketing
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Transcript of Character of Business Marketing
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Character of Business Marketing
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• NAICS = North American Industrial Classification System• Replaces SIC (Standard Industrial Classification) codes• Common for NAFTA countries• NAICS hierarchical structure:
XX Industry sector XXX Industry subsectorXXXX Industry groupXXXXX IndustryXXXXXX U.S., Canadian, or Mexican national
specific
http://www.naics.com/cgi-bin/search.pl
(continue(continued)d)
Classifying Commercial Enterprises
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Divides economy into 20 major industry sectors (at two-digit level):
11 Agriculture, Forestry, Fishing, 54 Professional, Scientific, and Technical and Hunting services
21 Mining 55 Management of Companies and Enterprises22 Utilities 56 Administrative and Support, Waste 23 Construction Management, and Remediation Services 31–33 Manufacturing 61 Education Services 42 Wholesale Trade 62 Health Care and Social Assistance 44–45 Retail Trade 71 Art, Entertainment, and Recreation 48–49 Transportation 72 Accommodation and Food Services 51 Information 81 Other services (except Public Administration)52 Finance and Insurance 92 Public Administration53 Real Estate, Renting,
and Leasing
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NAICS Codes
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Supply Chain Management
• Technique for linking manufacturer’s operation with those of all its strategic suppliers, key intermediaries, and customers.
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Supply Chain Characteristics
• Supply chains– Are multi-tiered– Are customer driven– Exist externally AND internally
• Require a cross-functional effort
– And their management are ongoing journeys – not destinations
– Require good procurement activities
Source: Roberts, Julie S. (2003) “The Buzz About Supply Chain,” Inside Supply Management, (July), 24-28.
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Supply Chain Example
Source: Roberts, Julie S. (2003) “The Buzz About Supply Chain,” Inside Supply Management, (July), 24-28.
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Procurement (Purchasing) GoalsUninterrupted Flow of MaterialsManage InventoryImprove QualityDevelop & Maintain Supplier
RelationshipsAchieve Lowest Total CostReduce Administrative CostsAdvance Firm’s Competitive Position
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Evaluating Potential Vendors
Basic ConsiderationsPerformance ConsiderationsPlant VisitsGeographic LocationsCapacity
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Performance Considerations
Must predict supplier’s total ability to fulfill the contract as it relates to:
pricedeliveryqualityservice
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Plant Visits
Be sure to visit the supplier’s plant if possible
Try to gain insight into the:type of facilitypersonnelhousekeepingprocedures
Serves as indication of vendor’s ability to provide necessary pre- and post-sale service
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Geographic Location
Long distance shipments increase the chance ofaccidentsstrikesacts of God
Geographic disadvantages can be overcome withspecial transportation
arrangements inventory make-and-hold service
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Capacity
Must consider several itemsPhysical plant and facilitiesSupplier’s technical skillsSupplier’s managerial skills
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Vendor Rating Systems
The Categorical PlanThe Weighted-Point PlanThe Cost-Ratio Plan
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Buyers keep notes on supplier dealings as events occur
Buyers compare notes (usually at monthly buyer meetings)
Suppliers are categorized as being in the good, neutral, or unsatisfactory category
Highly subjective, but easy to use & understand Disadvantage is it’s subjectivity:
relies on memory, personal judgment, and the experience/ability of the buyers.
The Categorical Plan
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Vendor Cost Quality Speed Total
A Good(+) Unsatisf(-) Neutral(0) 0
B Neutral(0) Good(+) Good(+) ++
C Neutral(0) Unsatisf(-) Neutral(0) -
Categorical Method Example
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Assign weights (importance) to quality, price, and service (or other relevant criteria)
Should fit buying organization’s needsSellers are rated on each factorSimple, but effective plan that can be
modified to suit specific conditionsSomewhat more objective than the
categorical plan
The Weighted Point Plan
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Vendor
Lots Received
Lots Accepted
Lots Rejected
% Acc. * Factor
Quality Rating
A 60 54 6 90.0 * 40 36.0
B 60 56 4 93.3 * 40 37.3
C 20 16 4 80.0 * 40 32.0
Weighted Point Plan Example:Quality
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Vendor
Unit Price
- Dis
+
Tran Chg
Net
Low
/ Net
%
* Factor
Rate
A 1.00 10% 0.90 .03 .93 .93 0.93 100% 35 35.0
B 1.25 15% 1.06 .06 1.12 .93 1.12 83% 35 29.1
C 1.50 20% 1.20 .03 1.23 .93 1.23 76% 35 26.6
Weighted Point Plan Example:Price
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Vendor
Promises Kept
Service Factor
Service Rating
A 90% 25 22.5
B 95% 25 23.8
C 100% 25 25.0
Weighted Point Plan Example:Service
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Rating Vendor A Vendor B Vendor C
Quality 36.0 37.3 32.0
Price 35.0 29.1 26.6
Service 22.5 23.8 25.0
Total 93.5 90.2 83.6
Weighted Point Plan Example:Composite Total
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All activities regarding a supplier’s performance are valued in terms of dollars
Total cost of buying is determined including:letters, telephone calls, visits, etc
Total (real) cost varies from vendor to vendor based on vendors’ skills & dependability
Future vendors selected on basis of lowest total cost incurred
The Cost-Ratio Plan
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Initial costs associated with Quality, Delivery, and Service are determined
Each cost is then converted to a ratioRatio expresses cost as a percentage of
the total value of the purchaseSum the three individual cost rates to
obtain overall cost ratioApply overall ratio to quoted unit price
Cost Ratio Plan Process
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Vendor
Quality Cost Ratio
Delivery Cost Ratio
Service Cost Ratio
Total Penalty
Quoted Price/ Unit
Net Adjusted
Cost A 1% 3% -1% 3% 86.25 88.84
B 2 2 3 7 83.25 89.08
C 3 1 6 10 85.10 93.61
Abbreviated Example:Cost-Ratio Plan
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Governments & Institutions
• Compliance Programs– Must maintain affirmative action
programs for minorities, women & disabled
• Set-Aside Programs– % of contracts offered only to small
or minority-owned businesses
• Other aspects of non-profit buying will be addressing in Pricing
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Two Types of Contracts
1.Fixed-price contracts• A price is agreed to before contract is
awarded and payment is made at conclusion of work.
• Provides for the greatest profit potential.
• Poses greater risks.
2.Cost-reimbursement contracts• Reimbursement for allowable costs may
be allowed and sometimes a number of dollars above costs as profit is allowed.
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Relationship Marketing
• All marketing activities directed toward
• establishing, developing, and maintaining
• successful relational exchanges
• for the mutual benefit of all involved parties.
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FocalFocalFirmFirm
GoodsSuppliers
ServicesSuppliers
Competitors
Non-Profits
GovernmentUltimate
CustomersIntermediateCustomers
Employees
BusinessUnits
FunctionalDept.’s
SupplierSupplierPartnershipsPartnerships
BuyerBuyerPartnershipsPartnerships
LateralLateralPartnershipsPartnerships
InternalInternalPartnershipsPartnerships
Partners in Relational Exchanges
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Value of RM to Sellers
• Helps to ensure substantial and reliablereliable purchase volumes at adequate margins.
• Helps to determine the buyer’s choice the next time around.
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Value of RM to Buyers
• Costs of carrying safety stocks, and those of high return rates, numerous reorders, & long lead times have steadily risen.
• RM helps to eliminate waste and improve system economies.
–inventory reduction
–decreased line shutdowns
–purchasing labor savings
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REQUIREMENTS FOR HIGH PERFORMANCE RELATIONSHIPS
• BEYOND THE FINANCIAL CONSIDERATIONS:– INTEGRITY
– FAIRNESS
– LOYALTY
– FLEXIBILITY
– INPUT INTO PARTNER’S STRATEGY
– PARTNER’S INPUT INTO YOUR STRATEGY
– COMPLIANCE WITH PROCEDURES & AGREEMENTS
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Types of Relationships
• Discrete Transactions– have a distinct beginning, short duration, and
sharp ending by performance.
• Value-Added Exchanges– Focus shifts from attracting customers to
keeping customers. Begin focusing more closely on understanding & fulfilling needs.
• Relational Exchange– traces to previous agreements, and is longer in
duration, reflecting an ongoing process.
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Why is Trust So Important?Why is Trust So Important?
• The parties have confidence in their relational partner’s reliability and integrity
• Without trust, there is NO commitment
• Without commitment, future exchanges are questionable at best
• Without trust and commitment, negotiation costs are increased
• Without trust and commitment, monitoring costs are increased
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Synthesis and Extension Model of Synthesis and Extension Model of Relationship ManagementRelationship Management
RelationshipRelationshipCommitmentCommitment
TrustTrust
RelationshipRelationshipTerminationTermination
CostsCosts
RelationshipRelationshipBenefitsBenefits
SharedSharedValuesValues
CommunicationCommunicationTrustTrust
DimensionsDimensions
InvolvementInvolvement
KnowledgeKnowledge
OpportunisticOpportunisticBehaviorBehavior
Constraint-BasedConstraint-BasedRelationshipRelationship
Dedication-BasedDedication-BasedRelationshipRelationship
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Different Customer Motivations
• Constraint-Based Relationships–One party believes it cannot exit the
relationship due to economic, social, or psychological costs.
–The strength of the constraints is a function of the party’s perceived dependence upon the other.
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Different Customer Motivations
• Dedication-Based Relationships–Party remains in relationship
because he/she is committed to the relationship and wants to remain.
–Dedication generally arises due to dependence and/or trust.
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The ConsequencesThe Consequences
Constraint-BasedConstraint-BasedRelationshipRelationship
Dedication-BasedDedication-BasedRelationshipRelationship
PropensityPropensityTo LeaveTo Leave
Interest inInterest inAlternativesAlternatives
AcquiescenceAcquiescence
CooperationCooperation
EnhancementEnhancement
IdentityIdentity
AdvocacyAdvocacy
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Outcomes Associated with Constraint-Based Relationships
• Interest in Alternatives– lasts only as long as constraints– individuals in constrained relationships
attempt to restore freedom to chose.– increased attempts to identify alternative
suppliers.– more environmental monitoring– more receptive to competitors’ relationship
offers.
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Outcomes Associated with Constraint-Based Relationships
• Acquiescence–degree to which partner
accepts or adheres to another’s specific requests or policies.
–passive agreement to maintain the relationship.
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Outcomes Associated with Dedication-Based Relationships
• Cooperation–active participation for mutual benefit
• Enhancement–broaden/deepen relational bonds
• buying additional services• providing capital, information, labor, or other resources
• participating in company events
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Outcomes Associated with Dedication-Based Relationships
• Identity–thinks of relationship partnership
as a team and considers the partner in proprietorial terms.
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Outcomes Associated with Dedication-Based Relationships
• Advocacy–ultimate test of relationship–promote relationship partner to others–defend relationship partner against
detractors–main purpose is to, of course, benefit
from positive word-of-mouth.
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SUGGESTIONS FOR MAKING B2B RELATIONSHIPS LAST
• On-site visits
• Trade personnel
• Manage total dependence with alternate suppliers
• Continuous service
• Develop a relational contract (????????)