Upload
ron-batisan
View
10
Download
0
Tags:
Embed Size (px)
DESCRIPTION
Citation preview
1
ANALYZING BUSINESS MARKETS
Ronaldo S. BatisanDecember 1, 2009
Ateneo Graduate School of Business
Top 10 Concepts
Outline: Analyzing Business Markets consists of:
1. Organizational Buying (what?)
2. Difference between Business Market and Consumer Market
3. Buying Situations
4. Systems Buying & Selling
5. Participants in the Business Buying Process (who?)
Outline: Analyzing Business Markets consists of:
6. Purchasing Department Perceptions
7. Stages in the Buying Process
8. Managing Business-to-Business Customer Relationships
9. Business Relationships: Risks and Opportunism
10. Institutional & Government Markets
Concept 1:
Organizational Buying
• Decision-making
• Establishing the needs
• Identification
• Evaluation
• Choosing
• Fewer, larger buyers• Close supplier-customer relationship• More geographically concentrated
buyers
Concept 2:
Difference between Business Market and Consumer Market
Concept 3: Buying Situations
• Buying a total solution to a problem from one seller
Concept 4: Systems Buying
Concept 5:
Participants in the Business Buying Process
• Purchasing departments were perceived to occupy a low position in the management hierarchy, in spite of often managing more than half the company’s costs.
• However, nowadays, most purchasing professionals describe their jobs as more strategic, technical, team oriented and involving more responsibility than ever before.
Concept 6: Purchasing Department Perceptions
• Problem Recognition• General Need Description and Product
Specification• Supplier Search• Proposal Solicitation• Supplier Selection• Order-Routine Specification• Performance Review
Concept 7:
Stages in the Buying Process
Concept 8:
Managing Business-to-Business Customer Relationships
Concept 9:
Business Relationships: Risks and Opportunism
Concept 10:
Institutional & Government Markets
Summary: Analyzing Business Markets consists of:
1. Organizational Buying (what?)
2. Difference between Business Market and Consumer Market
3. Buying Situations
4. Systems Buying & Selling
5. Participants in the Business Buying Process (who?)
Summary: Analyzing Business Markets consists of:
6. Purchasing Department Perceptions
7. Stages in the Buying Process
8. Managing Business-to-Business Customer Relationships
9. Business Relationships: Risks and Opportunism
10. Institutional & Government Markets
My Conclusion: Analyzing Business Markets
Business organizations do not only sell; they also buy vast quantities of raw materials, manufactured components, plant and equipment, supplies and business services. To create and capture value, sellers need to understand these organizations’ needs, resources, policies and buying procedures.
17
ANALYZING BUSINESS MARKETS
Ronaldo S. BatisanAteneo Graduate School of Business
Top 10 Concepts