7 - 3Cs Marketing Management Spring 2009 Jinsuh Lee The 3Cs...

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3Cs Marketing Management Spring 2009 Jinsuh Lee
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Spring 2009 - MGMT324 Jinsuh Lee - Purdue University 2 The 3Cs The 3Cs in marketing are (C_____), (C_____), (C______) Company will be dealt in more detail during STP and 4Ps sessions Today, we’ll study business customers and will study about consumer customers next week Go over competitors
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Spring 2009 - MGMT324 Jinsuh Lee - Purdue University 3 Different markets The business market vs. consumer market The business market consists of all the organizations that acquire goods and services used in the production of other products or services More dollars and items in sales
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Spring 2009 - MGMT324 Jinsuh Lee - Purdue University 4 Characteristics of Business Markets Fewer, larger buyers Close supplier- customer relationships Professional purchasing Many buying influences Multiple sales calls Derived demand Inelastic demand Fluctuating demand Geographically concentrated buyers Direct purchasing
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Spring 2009 - MGMT324 Jinsuh Lee - Purdue University 5 Systems Buying and Selling T_____ solution desired; bids solicited Prime contractors Second-tier contractors System subcomponents assembled Many business buyers prefer to buy a total solution from one seller
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Concerns to Business Marketers Who are the major decision participants? What decisions do they influence? What is their level of influence? What evaluation criteria do they use? The Kodak X-ray film example Spring 2009 - MGMT324 6 Jinsuh Lee - Purdue University
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The purchasing department perception In the past, the purchasing department occupied a low position in the company, despite managing roughly half of the company’s cost Now, a more strategically oriented purchasing departments have the mission to seek the best value from better suppliers Caterpillar’s combining effort Lockheed Martin’s Strategic Sourcing Solutions group Spring 2009 - MGMT324 Jinsuh Lee - Purdue University 7
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The advent of __________ A intranet website that links to company’s suppliers Common methods for __________ Websites organized using functional hubs Direct extranet links to major suppliers Buying alliances Company buying sites Spring 2009 - MGMT324 Jinsuh Lee - Purdue University 8
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Managing Business to Business relationships
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7 - 3Cs Marketing Management Spring 2009 Jinsuh Lee The 3Cs...

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