Module 3 Spring 2011

Module 3 Spring 2011 - Even if you build a better mousetrap...

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Unformatted text preview: Even if you build a better mousetrap, Even if you build a better mousetrap, You’ve still got to sell it. You’ve still got to sell it. H. Ross Perot Dub Ashton, Ph. D. Associate Professor, Marketing [email protected] Module 3 B-2-B, Module 3 B-2-B, Product Strategy, and Product Strategy, and Marketing Channels and Supply Chain Marketing Channels and Supply Chain MKTT 3433 MKTT 3433 Marketing Strategy Marketing Strategy Spring Semester 2011 Spring Semester 2011 Business-to-Business Business-to-Business Marketing Marketing Organizational purchase of goods and/or services to support production, distribution, and servicing to support production, distribution, and servicing of other goods and services for daily company operations or for resale. Derived Demand : demand for a component of a consumer good and is dependent upon consumer demand for its value. Nature of the Business Market Nature of the Business Market Households Households Retailers Retailers Wholesalers Wholesalers Manufacturers Manufacturers Suppliers Suppliers Raw Resources Raw Resources Horizontal Business Relationships Vertical Business Relationships Marketing Strategy Planning: Marketing Strategy Planning: Business-to-Business Business-to-Business Product Place Price Promotion C Target Market Target Market Marketing Mix Marketing Mix Customer Satisfaction Customer Satisfaction Profit Profit Total Company Effort Total Company Effort What is B-to-B? What is B-to-B? Distribution Pipeline Categories that Define the Business Market: a. Commercial Market : Installations Accessories Raw Materials Components Supplies Services b. Trade Industries: Retail and wholesale (resale) c . Government: federal, state, local, international d. Other Institutions: health care, religious, education, not-for-profits An Integrated Model of the An Integrated Model of the Consumer Decision Process Consumer Decision Process Problem Recognition Search Alternative Evaluation Purchase Post-Purchase Evaluation Consumption Act Interpersonal Determinants • Cultural Influences • Social Influences • Family Influences Personal Determinants • Needs and Motives • Perception • Attitudes • Learning • Self-Concept Feedback Routine Limited Extended Situational Determinants Interactive Industrial Decisions Interactive Industrial Decisions (Strategy Issues) (Strategy Issues) Frequent Infrequent P u r c h a s e F r e q u e n c y N e w I n f o r m a t i o n R e q u i r e m e n t s Considerable Little Cost-Plus Pricing Negotiated Price Selling Price Straight Rebuy New-task Buy Modified Rebuy Business Buying Situations High Risk Potential Operational/Functional Decision Making Situations Order Taking (Catalogue) Personalize Decision Support Marketing Support (Web Site) Interactive Industrial Decisions Interactive Industrial Decisions (Strategy Issues) (Strategy Issues) Frequent Infrequent P u r c h a s e F r e q u e n c y N e w I n f o r m a t i o n R e q u i r e m e n t...
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Module 3 Spring 2011 - Even if you build a better mousetrap...

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