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Analyzing Business
Markets
Chapter Questions
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the 6-2
United States edition of Marketing Management, 14e.
Chapter Questions
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the 6-3
United States edition of Marketing Management, 14e.
What Is Organizational Buying?
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the 6-4
United States edition of Marketing Management, 14e.
Top Marketing Challenges
Understanding customer needs in new ways;
Identifying new opportunities for growth;
Improving value management techniques
Calculating better marketing performance and
accountability metrics;
Competing and growing in global markets
Countering the threat of product and service
commoditization
Convincing C-level executives to embrace the
marketing concept
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the 6-5
United States edition of Marketing Management, 14e.
Characteristics of
Business Markets
Fewer buyers Multiple sales calls
Close supplier- Derived demand
customer Inelastic demand
relationships Fluctuating demand
Professional Geographically
purchasing concentrated buyers
Many buying Direct purchasing
influences
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the 6-6
United States edition of Marketing Management, 14e.
Buying Situation
Straight Rebuy
Modified Rebuy
New Task
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the 6-7
United States edition of Marketing Management, 14e.
Systems Buying and Selling
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the 6-8
United States edition of Marketing Management, 14e.
The Buying Center
Initiators Approvers
Users Buyers
Influencers Gatekeepers
Deciders
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the 6-9
United States edition of Marketing Management, 14e.
Of Concern to Marketers
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the 6-10
United States edition of Marketing Management, 14e.
Stages in the Buying Process:
Buyphases
Problem recognition
General need description
Product specification
Supplier search
Proposal solicitation
Supplier selection
Order-routine specification
Performance review
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the 6-11
United States edition of Marketing Management, 14e.
Table 6.1 Buygrid Framework
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the 6-12
United States edition of Marketing Management, 14e.
Forms of Electronic Marketplaces
Catalog sites
Vertical markets
Pure play auction sites
Spot markets
Private exchanges
Barter markets
Buying alliances
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the 6-13
United States edition of Marketing Management, 14e.
Table 6.2 An Example of
Vendor Analysis
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the 6-14
United States edition of Marketing Management, 14e.
Methods for Researching
Customer Value
Internal engineering Conjoint analysis
assessment Benchmarks
Field value-in-use Compositional
assessment approach
Focus-group value Importance ratings
assessment
Direct survey
questions
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the 6-15
United States edition of Marketing Management, 14e.
Order Routine Specification
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the 6-16
United States edition of Marketing Management, 14e.
Categories of Buyer-Seller
Relationships
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the 6-17
United States edition of Marketing Management, 14e.
Institutional Markets
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the 6-18
United States edition of Marketing Management, 14e.
For Review
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the 6-19
United States edition of Marketing Management, 14e.
For Review
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the 6-20
United States edition of Marketing Management, 14e.