CH07 - PART CONNECTING WITHCUSTOMERS 3...

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© Kotler, Keller, Ang, Leong & Tan Marketing Management An Asian Perspective 7-1 CONNECTING  WITH CUSTOMERS PART 3
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© Kotler, Keller, Ang, Leong & Tan Marketing Management An Asian Perspective 7-2 ANALYZING  Business Markets Chapter 7
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1. What is the business market & how does it differ from the  consumer market? 2. What buying situations do organizational buyers face? 3. Who participates in the business-to-business buying process? 4. How do business buyers make their decisions? 5. How can companies build strong relationships with business  customers? 6. How is B2B relationship marketing conducted in the  Japanese keiretsu & the Korean chaebol? 7. How do institutional buyers & government agencies do their  buying? In this chapter, we address the following questions:
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© Kotler, Keller, Ang, Leong & Tan Marketing Management An Asian Perspective 7-4 German SAP – leading seller to business  market Strategy - focus on what customers want “The best run businesses run SAP” SAP’s software helps businesses standardize processes & automate functions
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© Kotler, Keller, Ang, Leong & Tan Marketing Management An Asian Perspective 7-5 What is Organizational Buying? Organizational buying  - the decision  making process by which formal  organizations establish the need for   purchased products & services & identify,  evaluate & choose among alternative  brands & suppliers
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© Kotler, Keller, Ang, Leong & Tan Marketing Management An Asian Perspective 7-6 What is Organizational Buying? The Business Market versus the Consumer Market business market  consists of all  firms that acquire goods used in  production of other products that  are sold, rented or supplied to  others
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© Kotler, Keller, Ang, Leong & Tan Marketing Management An Asian Perspective 7-7 What is Organizational Buying? The Business Market versus the Consumer Market Business market characteristics   1. Fewer, larger buyers 2. Close supplier-customer relationship 3. Professional purchasing 4. Several buying influences 5. Multiple sales calls 6. Derived demand 7. Inelastic demand 8. Fluctuating demand 9. Geographically concentrated buyers 10. Direct purchasing
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© Kotler, Keller, Ang, Leong & Tan Marketing Management An Asian Perspective 7-8 What is Organizational Buying? Buying Situations Business buyer faces decisions – buying situation 3 types of buying situations:   1.  STRAIGHT REBUY  reorders on a routine basis 2.  MODIFIED REBUY  modify product, prices etc 3.  NEW TASK  buys product for the 1 st  time
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© Kotler, Keller, Ang, Leong & Tan Marketing Management An Asian Perspective 7-9 What is Organizational Buying?
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This note was uploaded on 11/11/2010 for the course MA 6070 taught by Professor Peter during the Spring '10 term at Chowan University.

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CH07 - PART CONNECTING WITHCUSTOMERS 3...

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