Chapter 06

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Slide 1: 

CHAPTER 6 Business Marketing

Learning Outcomes : 

2 Learning Outcomes Describe business marketing Describe the role of the Internet in business marketing Discuss the role of relationship marketing and strategic alliances in business marketing Identify the four major categories of business market customers LOI LO2 LO3 LO4

Learning Outcomes : 

3 Learning Outcomes Explain the North American Industry Classification System 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 LO5 LO6 LO7 LO8

What Is Business Marketing? : 

4 Describe business marketing What Is Business Marketing? LOI

What Is Business Marketing? : 

5 The marketing of goods and services to individuals and organizations for purposes other than personal consumption. LOI What Is Business Marketing? BusinessMarketing

Business Products : 

6 LOI 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 Business Products The key is intended use.

REVIEW LEARNING OUTCOMEBusiness Marketing : 

7 REVIEW LEARNING OUTCOMEBusiness Marketing LOI

Business Marketing on the Internet : 

8 Describe the role of the Internet in business marketing Business Marketing on the Internet LO2

Measuring Online Success : 

9 LO2 A measure of a Web site’seffectiveness; calculated by multiplying the frequency of visits times the duration of a visit times the number of pages viewed during each visit. Measuring Online Success Stickiness = Frequency x Duration x Site Reach

Evolution of E-Business Initiatives : 

10 LO2 Evolution of E-Business Initiatives

REVIEW LEARNING OUTCOMEThe Internet in Business Marketing : 

11 REVIEW LEARNING OUTCOMEThe Internet in Business Marketing LO2

Relationship Marketing andStrategic Alliances : 

12 Discuss the role of relationship marketing and strategic alliances in business marketing Relationship Marketing andStrategic Alliances LO3

Strategic Alliances : 

13 LO3 Strategic Alliances A cooperative agreement between business firms (strategic partnership).

Relationships in Other Cultures : 

14 LO3 Relationships in Other Cultures A network of interlocking corporate affiliates.

REVIEW LEARNING OUTCOMERelationship Marketing and Strategic Alliances : 

15 REVIEW LEARNING OUTCOMERelationship Marketing and Strategic Alliances LO3

Major Categories of Business Customers : 

16 Identify the four major categories of business market customers Major Categories of Business Customers LO4

Major Categories of Business Customers : 

17 LO4 Major Categories of Business Customers

Producers : 

18 LO4 Producers OEMs.Individuals and organizations that buy business goods and incorporate them into the products that they produce for eventual sale to other producers or to consumers.

REVIEW LEARNING OUTCOMEBusiness Market Customers : 

19 REVIEW LEARNING OUTCOMEBusiness Market Customers LO4

North American Industry Classification System : 

20 Explain the North American Industry Classification System North American Industry Classification System LO5

NAICS : 

21 LO5 NAICS A detailed numbering system developed by the U.S., Canada, and Mexico to classify North American business establishments by their main production processes. North American Industry Classification System

Example of NAICS Hierarchy : 

22 LO5 Example of NAICS Hierarchy

NAICS : 

23 LO5 Provides a common industry classification system Valuable tool for marketers in analyzing, segmenting, and targeting markets Data can be used to determine: Number, size, and geographic dispersion of firms Market potential / market share estimates Sales forecasts New customer identification NAICS

Business versus Consumer Markets : 

24 Explain the major differences between business and consumer markets Business versus Consumer Markets LO6

Business versus Consumer Markets : 

25 LO6 Business versus Consumer Markets

Demand in Business Markets : 

26 LO6 Demand in Business Markets

Fluctuating Demand : 

27 LO6 Fluctuating Demand

Types of Business Products : 

28 Describe the seven types of business goods and services Types of Business Products LO7

Types of Business Products : 

29 LO7 Types of Business Products

REVIEW LEARNING OUTCOMETypes of Business Goods and Services : 

30 REVIEW LEARNING OUTCOMETypes of Business Goods and Services LO7

Business Buying Behavior : 

31 Discuss the unique aspects of business buying behavior Business Buying Behavior LO8

Business Buying Behavior : 

32 LO8 Business Buying Behavior

Buying Centers : 

33 LO8 Buying Centers

Roles in the Buying Center : 

34 LO8 Roles in the Buying Center

Evaluative Criteria : 

35 LO8 Evaluative Criteria Quality Service Price

Buying Situations : 

36 LO8 Buying Situations

Slide 37: 

Biz Flix Bowfinger 37 LO8

Customer Service : 

38 Customer Service LO8 Divide customers into groups based on their value Create policies that govern how service will be allocated among groups

REVIEW LEARNING OUTCOMEBusiness Buying Behavior : 

39 REVIEW LEARNING OUTCOMEBusiness Buying Behavior LO8

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