Module 5 B2B Marketing FINAL.pdf
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Transcript of Module 5 B2B Marketing FINAL.pdf
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7/27/2019 Module 5 B2B Marketing FINAL.pdf
1/19
Curtin University is a trademark of Curtin University of Technology
CRICOS Provider Code 00301J
MM555Module 5: Business to Business Markets & Buying Behaviour
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7/27/2019 Module 5 B2B Marketing FINAL.pdf
2/19
Curtin University is a trademark of Curtin University of Technology
CRICOS Provider Code 00301J
Session Outline
Guest Speaker Peter Gibson
Break
PVT Case Analysis
Digging Deeper
Module 5: Brief Overview - Business to Business Markets
and Buying Behaviour
Next Steps
Applied Project Group Work Time
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7/27/2019 Module 5 B2B Marketing FINAL.pdf
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Case analysis: PVT Technologies
1. Analyse the situation analysis in this case. What is the keyissue here and how appropriate are each of the four
alternatives presented? Consider the issues such as
profitability as well as other product management
considerations.2. How should PVT promote itself in the First Quarter 2012
and position the launch of the new 1.25MW central inverter
thats been rescheduled for introduction in January?
3. What conclusions can be drawn about the evaluation and
impending changes in technology, pricing and buying
criteria in this business?
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7/27/2019 Module 5 B2B Marketing FINAL.pdf
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CRICOS Provider Code 00301J
Review of Module 4
4
1. Develop an understanding of how Consumers useproducts to help them define their identities in
different settings.
2. Define Consumer Behaviour and identify the key elements related to CB
3. Understand why Marketers need to understand the wants and needs of different
consumer segments.
4. Describe the consumer decision process
5. Gain an insight to the ways the Internet is changing consumer behavior.
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7/27/2019 Module 5 B2B Marketing FINAL.pdf
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CRICOS Provider Code 00301J
DIGGING DEEPER
In the News; Out of Academia; Around the Grounds
In each Module we encourage
you to hunt out the latest news;
explore the research and scansocial media for whats new,
whats important and what has
piqued your interest on the topic
of marketing
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7/27/2019 Module 5 B2B Marketing FINAL.pdf
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CRICOS Provider Code 00301J
..What Caught Your Eye This Week?Source: http://thisweekin.com
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7/27/2019 Module 5 B2B Marketing FINAL.pdf
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This Weeks Reading.
..Which Ideas Will You Hold Onto?
Muylle, S. Dawar,N. & Rangarajan, D. 2012 B2B Brand
Architecture. California Management Review; Vol. 54 Issue 2,
p58-71, 14p
Geiger,S. & Finch,J.2011Buyer-Seller interactions in mature
industrial markets: blurring the relational-transactional selling
dichotomy. Journal of Personal Selling & Sales Management;
Summer 2011, Vol. 31 Issue 3, p255-268, 14p,
Bayyr,J,andWeinstein,A.2009 Business psychographics revisited:
from segmentation theory to successful marketing practice,
Journal of Marketing Management;Apr2009, Vol. 25 Issue 3/4,
p315-340, 26p.
What were your top 3
concepts from the
readings? Share these
in class or online
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MODULE 5: BUSINESS TOBUSINESS MARKETS AND
BUYING BEHAVIOUR
Identifying opportunities in the marketplace
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Marketing Management Framework
The MM555 Marketing Management Framework draws
on a number of sources including Iacobucci (2013),
Armstrong et al (2012) and Gibbs (2009) and includesthe key factors which need to be taken into account
when developing a comprehensive marketing strategy.
Create Value
Product / Service
People
Processes
Physical Evidence
Capture Value
Price
CommunicateValue
Integrated MarketingCommunications
(includingPromotion)
Deliver Value
Placement Logistics
CustomerConsider factors such
as decision making,
values, needs &
wants
CompanyOr organisation. What
is our Strategic
Purpose? Capabilities?
Weaknesses?
ContextWhats going on in
the macro
environment?
CollaboratorsWho do we work with?
Who are our partners?
CompetitorsWho are our current
and potential
competitors? Where
are they placed in the
market?
SegmentationBased on geographic,
demographic,
psychographic and/or
behavioural factors
TargetingConsider strategic fit;
potential and defensibility
against competition
Analysis &
Strategy
Planning &
Implementation
PositioningYour place in the market space
Core benefit proposition
Unique selling proposition
Positioning Statement
DifferentiationDifferentiating the market
offering to create superior
customer value
Implementation, Monitoring &Measuring Outcomes
Marketing is
about creating
customer value
and profitable
customer
relationships
Marketing Objectives
Focus for
Module 5
Also
relevant
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CRICOS Provider Code 00301J
Module 5: Learning Objectives
1. Be able to distinguish among the various types of business markets
2. Identify the major characteristics of business customers and transactions
3. Understand several attributes of the demand for business products
4. Become familiar with the major components of a buying centre5. Understand the stages of the business buying decision process and the
factors that affect the process
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Business
Markets
Producer
Markets
Reseller
Markets
Government
Markets
Institutional
Markets
Occurs when an individual or group purchases a
specific kind of product for resale, direct use inproducing other products, or use in general operations
Business to Business Markets (B2B)
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Types of B2B Customers
Individuals orbusiness
organisations thatpurchase products tomake profits by usingthem to produceother products orusing them in theiroperations
Includes buyers ofraw materials, as well
as purchasers ofsemi-finished andfinished items usedto produce otherproducts
Manufacturers tendto be geographicallyconcentrated and
can be served moreefficiently
ProducerMarkets
Resellers -Intermediaries who
buy finished goodsand resell them for aprofit
Factors resellersconsider include:* Level of demand* Space requiredrelative to potentialprofit
* Ease of placingorders* Availability oftechnical assistance* Training programsfrom producers
Resellers
Federal, state,county or local
governments thatbuy goods andservices to supporttheir internaloperations andprovide products totheir constituencies
GovernmentMarkets
Organisations withcharitable,
educational,community or othernon-business goals
InstitutionalMarkets
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Source: Pride,W., Ferrrell,O., Lukas,B.A., Schembri, S. and Nininen, O. 2012 Marketing Principles Asia Pacific Edition
Cengage Learning Chapter 6. Data here drawn from the American Customer Satisfaction Index, http://www.theacsi.org
Dimensions of Marketing to Business
Customers
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Characteristics of B2B transactions
Large Orders Expensive Items
Frequent replenishments
Long-term contractual agreements
Considerable marketing efforts
Purchasing committees
Reciprocity
An arrangement unique to business marketing in which
two organisations agree to buy from each other
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Business Buying Decision Process and
Factors that May Influence It
Source: Pride,W., Ferrrell,O., Lukas,B.A., Schembri, S. and Nininen, O. 2012 Marketing Principles Asia Pacific Edition
Cengage Learning Chapter 6.
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Procurement Center ModelRoles in the purchase decision-making in the corporate sector
Gatekeeper
Secretary
Decision maker
Manager
Buyer
Employee
User
Employee
Influencer
Management consultant
Gatekeeper
Informationcollection
comparison of offers
decision-makingpreparation
Decision maker Buyer User Influencer
purchase decision
vendor selection
Purchase
Price negotiations,discounts, andquantities
delivery conditions
suggestions forpurchase
assessment after thepurchase
(qualitatively)
criteriaformulationfor selection andevaluation ofoffers
Consider
Who are the major decision participants?
What decisions do they influence?
What is their level of influence?What evaluation criteria do the use?
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Textbook Resource: Kotler, Keller, Burton: Marketing Management 2009 Pearson Education Australia
Comparison of Business and Consumer Buying Decisions
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Module 5: Learning Objectives
Checking In..
1. Be able to distinguish among the various types of business markets
2. Identify the major characteristics of business customers and
transactions
3. Understand several attributes of the demand for business products
4. Become familiar with the major components of a buying centre
5. Understand the stages of the business buying decision process and the
factors that affect the process
-
7/27/2019 Module 5 B2B Marketing FINAL.pdf
19/19
Curtin University is a trademark of Curtin University of Technology
CRICOS Provider Code 00301J
Next Steps
Review Module 6 Materials
Complete the required readings
Applied Project Optional: Situation Analysis Draft Due Mon
25 Feb
Working on Assignment 2 Clocky Case Study
Watch for Announcements
Dont forget to Dig Deeper!