B2B Marketing Slides

8/20/2019 B2B Marketing Slides

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Business MarketingB – 2 – B Marketing

Industrial Marketing

b


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What is Business

Marketing?All FORMAL ORGANIZATIONS – large or sall! "ubli#

or "ri$ate! %or "ro&t or not'%or'"ro&t "arti#i"ate in()*+ANG( o% *oer#ial , In-ustrial goo-s an-

ser$i#es! thus #onstituting Business Market.B/SIN(SS MAR0(TS are the arkets %or "ro-u#ts

an- ser$i#es bought b1 2B.I.G.3 Businesses!Institutions an- Go$ernent bo-ies %or4

In#or"oration 2ingre-ients! #o"onents et#3*onsu"tion 2"ro#ess aterial! o5#e su""lies , ser$i#es et#3

/se 2installation! e6ui"ent3 OR

Resale


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What is Business

Marketing? The %a#tors that -istinguishes BusinessMarketing %ro *onsuer Marketing are4 The NAT/R( o% the *ustoer '''''''''''' an-

+o7 the *ustoer /S(S the "ro-u#t , ser$i#e The -ollar $olue o% transa#tions in the

In-ustrial or Business Market signiantl1e8#ee-s that o% ultiate *onsuer Market.

Business Marketing 9 B':'B Marketing 9 In-ustrialMarketing


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Business Marketing ManageentBusiness Markets Vs Consumer Goods Markets

;istin#ti$e *a"abilitiesMarket Sensing #a"abilities

*ustoer Linkage #a"abilities

Managing *ustoers as Assets*ustoer Relationshi" Manageent #a"abilities

Marketing Tasks

ering a*/STOMIZ(; BL(N; o% "ro-u#ts ser$i#es an-ongoing In%oration Ser$i#es! both be%ore an- a%tersales.


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Creating the Customer ValueProposition

Market'-ri$en &rs atte"t to at#h their resour#es!

skills! an- #a"abilities 7ith "arti#ular #ustoers nee-sthat are not being a-e6uatel1 ser$e-.

A *ustoer =alue


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Creating the Customer Value

PropositionMarketing’s Cross-Functional

Relationships

Finan#e R ;

A##ountingBusinessMarketing


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Marketing’s Cross-FunctionalRelationships

Rather than o"erating in isolation %ro other

%un#tional areas! the su##ess%ul BusinessMarketing Manager is an INT(GRATOR – one7ho un-erstan-s anu%a#turing! resear#h an--e$elo"ent 2R;3! #ustoer ser$i#e et# an-

7ho a""lies these strengths in -e$elo"ingarketing strategies that res"on- to*ustoer Nee-s.

orking Relationships! B1 buil-ing #ross'

%un#tional #onne#tions! the arketer is i-eall1e ui e- to res on- to the *ustoers


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Characteristics o" Business Markets!*onsuer an- Business arketing -i>er in nature o% the

arkets! arket -ean-! bu1er beha$ior! bu1er'sellerrelationshi"s! en$ironental inCuen#es 2e#onoi#! "oliti#al!legal3an- arket strateg1.

;eri$e- ;ean-4 The -ean- %or In-ustrial


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Stiulating ;ean-4 Soe Business Marketersust not onl1 onitor &nal #onsuer arkets but also-e$elo" a arketing , "rootional "rogra that rea#hes

the ultiate #onsuers -ire#tl1.


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Business *onsuer Marketing4 A*ontrast

Business Marketing Strategies -i>er %ro *onsuer'goo-sMarketing Strategies in the relati$e e"hasis gi$en to #ertaineleents o% the arketing i8.

In an Organi@ation! a $ariet1 o% in-i$i-uals inCuen#e the"ur#hase -e#ision. One shoul- kno7 7ho the1 are an- 7hat is

their relati$e i"ortan#e? What #riteria -oes ea#h a""l1 to the-e#ision. Thus the Business Marketer ust un-erstan- the"ro#ess an organi@ation %ollo7s in "ur#hasing a "ro-u#t an-i-enti%1 7hi#h organi@ational ebers ha$e roles in this"ro#ess.

;e"en-ing on the #o"le8it1 o% the "ur#hase! this "ro#essan1 s"an an1 7eeks or onths an- a1 in$ol$e the"arti#i"ation o% se$eral organi@ation ebers. The BusinessMarketer! 7ho -oes not lea$e it to sales sta>! an- gets in$ol$e-in the "ur#hase "ro#ess earl# a1 ha$e the greatest #han#e%or su##ess.


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Business *onsuer Marketing4 A*ontrast

$ Relationship %mphasis!Relationshi"s in Business Market are o%ten #lose an-

en-uring. Rather than #onstituting an en- result! asale signals the beginning o% relationshi".

To aintain this relationshi"! the Business Marketer

ust -e$elo" an intiate kno7le-ge o% the*ustoers o"erations an- other "lans! strategies et#an- #ontribute uni6ue $alue to the *ustoersbusiness.

Relationshi" Marketing #enters on all arketinga#ti$ities -ire#te- to7ar-s establishing! -e$elo"ing!an- aintaining su##ess%ul e8#hanges 7ith#ustoers. Buil-ing One'to'One relationshi"s 7ith#ustoers is the heart o% Business Marketing.


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The Su""l1 *hain&P'(R%$M'&PP)I%R''uppliers o"

manu"actured

materials andparts such assheet metal

or plasticresin

*IR%C(+'P$R%

P$R(' ,'&PP)I%R'

Purchaseinputs usedin creating

s#stems carseats other

parts

$&(.M$/&F$C(&R%

R'Purchase inputs

+'pare parts,used in creating

automo0iles

$&(.B&1%R'Purchaseautomo0iles

Business Marketing Business Marketing *onsuerMarketingAn-

BusinessMarketing

(a#h organi@ation in this #hain is in$ol$e- inthe #reation o% a "ro-u#t! arketing "ro#ess2in#lu-ing -eli$er13 ! an- su""ort ser$i#es a%tersales.


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The Su""l1 *hain

'uppl# Chain Management! It is a te#hni6ue %or)I/I/G a anu%a#turers o"erations 7ith all o% itsstrategi# su""liers an- its ke1 intere-iaries an-#onsuers to %/3$/C% e5#ien#1 an-

e>e#ti$eness. The goal o% su""l1 #hain strateg1 is to i"ro$e the

S


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The Su""l1 *hain

Managing Relationships in the 'uppl#Chain! *ustoers in the Business Market"la#e a "reiu on the Business Marketerssu""l1 #hain anageent #a"abilities. The1

a#ti$el1 seek su""lier "artners that 7ill#ontribute %resh i-eas! res"onsi$e ser$i#e! an-lea-ing'e-ge te#hnolog1 to attra#t bu1ers %or%uture "ro-u#ts.


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The Su""l1 *hain$I4%/!

- Commitment tocontinuousl# impro5e

per"ormance6- illingness to anal#7e

root cause o" allpro0lems and correct

them

C./'I'(%/(

R%$'./I/G!- $ "actual 0asis "or all

decisions6- *eep understanding o"the reasons 0ehind eachproduct design decision6

*ROSS'F/N*TIONAL T(AMING4

-$ team-0ased 8orkingculture6

-(he in5ol5ement o"management in all

operational matters

S+ARING OF INFO 0NOWL(;G(4

'illingness to sharedetails on costs 9ualit#

and technolog#6-(ransparenc# :openness in all

discussions6

R(S


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The Su""l1 *hain

Commercial %nterprises as Consumers!*oer#ial (nter"rises #an be -i$i-e- intothree #ategoriesE nael1 H /sers! :HOriginal (6ui"ent anu%a#turers 2O(M3! an-

H ;ealers ;istributors./S(RS4 The1 "ur#hase in-ustrial "ro-u#ts

,ser$i#es to "ro-u#e other goo-s , ser$i#esthat are! in'turn! sol- in the Business or

*onsuer Markets.O(Ms4 The O(M "ur#hases in-ustrial goo-s to

in#or"orate into other "ro-u#ts it sells in theBusiness or /ltiate *onsuer Markets.


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The Su""l1 *hain

T+( ;(AL(RS ;ISTRIB/TORS4 ;ealers ;istributors in#lu-e *oer#ial (nter"risesthat "ur#hase in-ustrial goo-s %or sale 2inbasi#all1 the sae %or3 to /sers an- O(Ms.

The ;istributor a##uulates! stores! an- sellsa large assortent o% goo-s to in-ustrialusers! assuing the title to the goo-s it"ur#hases.

O=(RLA< OF *AT(GORI(S4 The three #ategorieso% *oer#ial (nter"rises are not utuall1e8#lusi$e. One Organi@ation #an be a /ser as7ell as O(M.


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The Su""l1 *hain/N;(RSTAN;ING B/ING MOTI=ATIONS4 (a#h

#ategor1 o% *oer#ial Bu1ers $ie7s the"ro-u#t -i>erentl1 be#ause ea#h "ur#hasesthe "ro-u#t %or a -i>erent reason. An

in-ustrial -istributor is ost intereste- inat#hing the #a"abilit1 o% the "ro-u#t to thenee-s o% its #ustoers in a s"e#igeogra"hi#al arket.

*l i% i G - % h


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*lassi%1ing Goo-s %or theBusiness Market

One etho- o% #lassi%1ing in-ustrial goo-s isto &n- out ho7 the in-ustrial goo- or ser$i#eenter the "ro-u#tion "ro#ess! an- ho7 -oes itenter the #ost stru#ture o% the &r.

In general! in-ustrial goo-s #an be #lassi&e-into three broa- #ategories4 (ntering Goo-s!Foun-ation Goo-s an- Fa#ilitating Goo-s.


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(NT(RING GOO;S4 (ntering goo-s be#oe "arto% the &nishe- "ro-u#t. This #ategor1 o% goo-s#onsists o% ra7 aterials an- anu%a#ture-aterials an- "arts. Their #ost is an e8"ense

ite assigne- to the anu%a#turing "ro#ess.Ra7 Materials4 In#lu-e both %ar "ro-u#e an-

natural "ro-u#ts. RMs are "ro#esse- onl1 tothe le$el re6uire- %or e#onoi# han-ling an-

trans"ortE the1 basi#all1 enter the bu1ingorgani@ations "ro-u#tion "ro#ess in theirnatural state.


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*lassi%1ing Goo-s %or theBusiness MarketManu%a#ture- Materials an-


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FO/N;ATION GOO;S4 The1 are *A


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FA*ILITATING GOO;S4 Su""lies ser$i#es that su""ortthe organi@ational o"erations. Be#ause these goo-s -o

not enter the "ro-u#tion "ro#ess or be#oe "art o% the&nishe- "ro-u#t! their #osts are han-le- as (8"enseites.

Su""lies4 O"erating su""lies like "rinter #artri-ges!"a"er! business %ors! aintenan#e re"air ites! et#.

Ser$i#es4 Ser$i#e se#tor has gro7n to ebra#e JK o%all /S e"lo1ent. To #a"ture the skills o% s"e#ialists

an- to %o#us their attention to their #ore business! an1

&rs are shi%ting or O/TSO/R*ING sele#te- ser$i#e%un#tions to outsi-e su""liers like IT,Web, *o"utersu""ort! "a1roll "ro#essing! logisti#s! %oo- o"erations!e6ui"ent aintenan#e! se#urit1! #leanliness! et#.


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Business Marketing

Strateg1 The ph#sical nature o% the in-ustrial goo- an- itsintended use b1 the Organi@ational *ustoer -i#tateto an i"ortant -egree the arketing "rogras

re6uireents. Soe Strateg1 highlights being4Manu%a#ture- Materials ,


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Business Marketing

Strateg1Stan-ar-i@e- "arts are t1"i#all1 "ur#hase- in large

6uantities on a #ontra#tual basis! an- the arketingstrateg1 #enters on "ro$i-ing #o"etiti$e "ri#e!

reliable -eli$er1! an- su""orting ser$i#es.Fre6uentl1! In-ustrial ;istributors are use- to"ro$i-e res"onsi$e -eli$er1 ser$i#e to salla##ounts.

For anu%a#ture- aterials an- "arts! theMarketers #hallenge is to LO*AT( a##uratel1;(FIN( the uni6ue nee-s o% -i$erse #ustoers!/N*O=(R ke1 bu1ing inCuentials! an- *R(AT(SOL/TIONS to S(R=( these #ustoers "ro&tabl1.


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Business Marketing

Strateg1Installations4 +ere the "ro-u#t , te#hnolog1 itsel%! along7ith the ser$i#e #a"abilities o% the &r! are the #entral%a#tors in the arketing strateg1! an- -ire#t Manu%a#ture'to'/ser #hannels o% -istribution are the nor.

Negotiations #an s"an se$eral onths an- in$ol$e the to"e8e#uti$e in the bu1ing organi@ation. The %o#al "oints %orthe arketing o% installations in#lu-e

H a strong Customer Relationship

Manageent e>ort! :H e>e#ti$e%ngineering : Product *esign su""ort! an- H theabilit1 to o>er a "ro-u#t , te#hnolog1 solution that "ro$i-eshigher Return on In5estment than its #o"etition.

B i M k ti


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Business MarketingStrateg1

Su""lies4 The %a#ilitating goo-s , su""lies rea#h a broa- arketo% organi@ational #ustoers %ro an1 -i>erent in-ustries.Although soe large users are ser$i#e- -ire#tl1! a 7i-e $ariet1o% arketing intere-iaries are re6uire- to #o$er this broa- an--i$erse arket a-e6uatel1.

The goal o% the Business Marketer is to se#ure a "la#e on the"ur#hasing -e"artents list o% "re%erre- or "rea""ro$e-su""liers.

For Su""lies! the Marketers "rootional i8 in#lu-es #ataloglisting! a-$ertising! an-! to a lesser e8tent "ersonal selling. erentiate-.B1 "ro$i-ing the right


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A Frae7ork o% Business MarketingManageent

CorporateMission :

.0;ecti5es

Assess Market O""ortunities

*oer#ialMarkets

Go$ernentMarkets

InstitutionalMarkets

B2B Marketing Slides

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