Armand Rousso Business Market Strategy

Category: Education

Presentation Description

Armand Rousso is a Web Developer, Social Media Manager and Small Business Owner in New York. He is also recognized as a originator of Accoona, which is online business directory. B2B (business-to-business) advertising is showcasing of items to organizations or different associations for use underway of merchandise, for use as a rule business operations


Presentation Transcript


PowerPoint presentation by Armand Rousso A Business Marketing Perspective 1 Armand Rousso

Chapter Topics::

By the end of this chapter you will understand: The dynamic nature of the business marketing environment and the basic similarities and differences between consumer-goods and business marketing The underlying factors that influence the demand for products and services bought by business and organizational customers The nature of buyer-seller relationships in a product’s supply chain The types of customers in B2B markets The basic characteristics of industrial products and services Chapter Topics: 2 Armand Rousso

Business Marketing:

Business Marketing “Business Marketing” or “Industrial Marketing” are used interchangeably 50% of all business school graduates join firms that directly compete in the business market Because of interest in high-tech markets and the size of industrial markets, increased attention is being paid to business marketing management 3 Armand Rousso

Business Markets:

Business Markets Are markets for products and services from local to international Bought by: Businesses Government bodies Institutions For: Incorporation Consumption Use Resale 4 Armand Rousso

What Are Business Products?:

What Are Business Products? Used to manufacture other products Become part of another product Aid in the normal operations of an organization Are acquired for resale without change in form A product purchased for personal use is considered a consumer good Key is the product’s intended use 5 Armand Rousso

Business to Business (B2B) Marketing is Huge:

Business to Business (B2B) Marketing is Huge Business marketers serve the largest markets of all. Dollar volume of the business market greatly exceeds the consumer market. A single customer can account for enormous levels of purchasing activity. (For example, GM’s 1,350 business buyers each purchase more than $50 million annually.) 6 Armand Rousso

B2C and B2B:

The Consumer Market (B2C) and the Business Market (B2B) at B2B Customers: B2C Individuals & Households Businesses Global Large corporations Small & Medium sized businesses Institutions Healthcare Education Government Federal State Local Selected Products: PCs Printers Consumer Electronics Simple Service Agreements PCs Enterprise Storage Servers Complex Service Offerings Dell, Inc . B2C and B2B 7 Armand Rousso

Categories of Business Market Customers:

Categories of Business Market Customers Commercial Firms Governments Institutions OEMs Wholesalers Retailers Federal State Municipal County Unions Civic clubs Churches Foundations Nonprofits Other 8 Armand Rousso

Business Marketers vs. Consumer-Goods Marketers:

Business Marketers vs. Consumer-Goods Marketers Similarly: Both marketers benefit by employing a market orientation , i.e.: They need to understand and satisfy customer needs They are both market driven 9 Armand Rousso

Market-Driven Firms Demonstrate…:

Market-Driven Firms Demonstrate… A set of values and beliefs that places customers’ interests first An ability to generate, disseminate, and productively use superior information about customers and competitors The coordinated use of interfunctional resources (e.g., research and development, manufacturing) 10 Armand Rousso

Market-Driven Firms:

Market-Driven Firms Market sensing capability: A company’s ability to sense change and to anticipate customer responses Customer linking: The ability to develop and manage close customer relationships Have distinctive capabilities: 11 Armand Rousso

Market-Driven Companies:

Market-Driven Companies View their customer as an asset, thus: Marketing expenditures, once considered expenses, are now considered investments. Therefore, marketers need to measure performance such as ROI on their investments. 12 Armand Rousso

Meeting Performance Standards means to::

Develop and nurture customer relationship management (CRM) capabilities by: Identifying, Initiating, Developing, and Maintaining profitable customer relationships. Meeting Performance Standards means to: 13 Armand Rousso

Professional Marketing Managers:

Professional Marketing Managers Employ Customer Relations Management (CRM) tools for: Identifying and categorizing customer segments Determining customer’s present and potential needs Visiting customers to learn about applications of products Developing and executing individual components of marketing to include: Sales, advertising, promotions, service programs, etc. 14 Armand Rousso

Professional Marketers::

Professional Marketers: Focus on Profitability Understand forces that affect profitability Align resource allocation to revenues and profits that will be secured by future business Partner with Customers Marketers don’t just sell to customers; they develop a form of partnership for the purpose of serving and adding value for their consumer This strategy can result in becoming a preferred vendor 15 Armand Rousso

Market-Driven Companies:

Market-Driven Companies Deliver Value Propositions Create programs that include products, services, ideas and solutions to problems that offer value and provide opportunities for their customers. 16 Armand Rousso

Marketing’s Cross-Functional Relationships:

Marketing’s Cross-Functional Relationships Professional business marketers act as an integrator between various functional areas within the company Functional areas include: Manufacturing Research & Development (R&D) Customer Service Accounting Logistics Procurement 17 Armand Rousso

Marketing’s Cross Functional Relationship:

Marketing’s Cross Functional Relationship Business marketing planning must be coordinated and synchronized with corresponding planning efforts. Developed by Cool Pictures and MultiMedia Presentations 18 Armand Rousso

Business Market Characteristics:

Business Market Characteristics Business marketing and consumer-goods marketing are different Even though both markets share : Common body of knowledge, principles and theory They vary in that : Business buyers and markets function very differently from consumer markets 19 Armand Rousso

Business and Consumer Marketing Differs In::

Nature of their markets Market demand Buyer behavior Buyer-seller relationship Environmental influences (competition, political, legal) and Market strategy Due to these differences, business marketers need to understand how demand for industrial products and services differs from consumer demand. Business and Consumer Marketing Differs In: 20 Armand Rousso



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