INTERGRATED MARKETING

8/21/2019 INTERGRATED MARKETING

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Introduction to

Business-to-Business (B2B)

Marketing/Industrial Marketing


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What Is Marketing?

• the process of planning andexecuting

• the conception (product), pricing,promotion, and distribution

• of ideas, goods, and services

• to create relationships

• that satisfy individual and

organiational ob!ectives"#


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BUSINESS MARKETIN

IS

• MARKETIN !" !!#S AN# SER$I%ES T!&

$ %ompanies

$ &overnment 'odies

$ Institutions (i"e" hospitals)

$ on*rofit +rganiations (i"e" merican -ed %ross)

"!R

• USE IN 'R!#U%IN TEIR 'R!#U%TSAN#/!R T! "A%IITATE TEIR !'ERATI!NS


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• B2B& goods or ser*ices are sold +oran, use oter tan .ersonal

consu.tion

• Note& It is notnot te nature o+ teproduct0 it is te reason +or te

transactiontransaction1

What .istinguishes '/' from '/%?


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0ou buy a gear to fix your mountainbike"

1ord buys the same gear to fix a

machine"

2erox buys soft drinks for its cafeterias"

0ou start a landscaping business andpurchase a la3nmo3er"

4he 5"6" government buys7anything"

Is it a '/% or a '/' 4ransaction?


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'/' versus '/% Marketing%aracteristic B2B Market B2% Market

6ales volume reater Saller

*urchase volume reater Saller

umber of buyers "eer Man,

6ie of individual buyers arger Saller

8ocation of buyers %oncentrated #i++use

'uyerseller relationship %loser More I.ersonal

ature of channel More direct ess direct

'uying influences Multi.le Single/Multi.le

4ype of negotiations More co.le3 Si.ler

5se of reciprocity 4es No

5se of leasing reater ess

9ey promotion method 'ersonal Selling Ad*ertising


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'56I:66 4+ '56I:66;

I4 I6 88 '+54 .:M.

• #ERI$E# #EMAN# $ 4he demand for a company


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• Inelastic .emand

• 1luctuating .emand

+ther %haracteristics of 'usiness .emand


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Ma!or 5ses of '/' *roducts

1or additional .roduction (e"g", components are combinedinto subassemblies and become

part of the finished product)1or use in o.erations, but not

part of the finished product1or resale


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%lassifying 'usiness &oods = 6ervices

6 Main %ategories o+ 'roducts

Entering oods

'ecome part of the finished product

%ost assigned to the manufacturing process"oundation oods

%apital Items

4ypically depreciated over time"acilitating 'roducts

6upport organiational operations

>andled as overhead expenses


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Entering oods

Ra Materials

1arm products = natural products

+nly processed as necessary for handling = transport

-euire extensive processingManu+actured Materials 7 'arts

ny product that has undergone extensive processing prior

to purchase

Component Materials reuire additional processing

Component Parts generally do not reuire additional

processing


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"oundation oodsInstallations

Ma!or longterm investment items

'uildings, land, fixed euipment, etc"

Accessor, E8ui.ent

8ess expensive = shortlived

ot considered part of fixed plant

*ortable tools, *%


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"acilitating 'roductsSu..lies

ny supplies necessary to maintain the

organiation


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%ategories of '/' %ustomers

• %ommercial enterprises $Indirect channel members and

facilitators

$+:Ms (original euipmentmanufacturers)

$5sers @ customers

• &overnmental organiations

• Institutions

Documents

INTERGRATED MARKETING