P of MKT-C4-09 - Principles of MKT, S4 Dr. Lê Thành Long 1

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Unformatted text preview: Principles of MKT, S4 Dr. Lê Thành Long 1 &¡¢£¤¥¢¢ ¦§¨©¥ª£¤« ¬¨­®¯°±²³± ®´³µ Principles of MKT, S4 Dr. Lê Thành Long 2 Contents & Describe business marketing & Discuss the role of relationship marketing and strategic alliances in business marketing & Identify the four major categories of business market customers & Explain the major differences between business and consumer markets & Describe the seven types of business goods and services & Discuss the unique aspects of business buying behavior Principles of MKT, S4 Dr. Lê Thành Long 3 Business Marketing & The marketing of goods and services to individuals and organizations for purposes other than personal consumption. Principles of MKT, S4 Dr. Lê Thành Long 4 What are business products? & . & . & . & . & . Principles of MKT, S4 Dr. Lê Thành Long 5 Business Products & Are used to manufacture other products & Become part of another product & Aid the normal operations of an organization & Are acquired for resale without change in form Principles of MKT, S4 Dr. Lê Thành Long 6 Relationship Marketing and Strategic Alliances & Relationship marketing is the strategy that entails seeking and establishing ongoing partnerships with customers & Customers have become more demanding and competition has become more intense ¡ Relationship marketing has become an important business marketing strategy. & Building long-term relationships with customers offers companies a way to build competitive advantage . Principles of MKT, S4 Dr. Lê Thành Long 7 Relationship Marketing and Strategic Alliances & Strategic alliance is a cooperative agreement between business firms & Objectives of Alliance: & To leverage what the firm has (technology, financial resources, access to markets) by combining these assets with those of other firms & To achieve economies of scale Principles of MKT, S4 Dr. Lê Thành Long 8 Relationship Marketing and Strategic Alliances & Forms of strategic alliance: & Licensing & Distribution agreements & Joint ventures & Research and development consortia & Partnerships Principles of MKT, S4 Dr. Lê Thành Long 9 Categories of Business Market Customers Producers Resellers Governments Institutions & &¡¢ £¤¥¦§¨¡¢© ª««©¡ ¨¬© ¡¢¥­®¦¢¡ ¯« £¥«©¤¦¢ «¯§¢¥ £¥«©¤¦¯¡ & °¤±²¨¥ª¢ ³¤¨¬¯®¯®¢¡ «´ª««©¡ ¨¬© ¡¢¥­®¦¢¡...
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P of MKT-C4-09 - Principles of MKT, S4 Dr. Lê Thành Long 1

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