Chapter 6 Copyright ©2010 by Nelson Education Ltd. All rights reserved 1 MKTG Designed by Amy McGuire, B-books, Ltd. Business Marketing 6 CHAPTER Lamb, Hair, McDaniel, Kapoor, Klaise, & Appleby Canadian Edition Prepared by Deborah Baker, Texas Christian University and Tina Grant, Durham College

Chapter 6 Copyright ©2010 by Nelson Education Ltd. All rights reserved 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 LO 1 LO 2 LO 3 LO 4

Chapter 6 Copyright ©2010 by Nelson Education Ltd. All rights reserved 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 behaviour LO 5 LO 6 LO 7 LO 8

Chapter 6 Copyright ©2010 by Nelson Education Ltd. All rights reserved 4 Describe business marketing What Is Business Marketing? What Is Business Marketing? LO 1

Chapter 6 Copyright ©2010 by Nelson Education Ltd. All rights reserved 5 REVIEW LEARNING OUTCOME LO 1 Business Marketing cupboards oven folder and pen Teddy bear CONSUMER BUSINESS cupboards Coffee pot oven folder and pen photocopier

Chapter 6 Copyright ©2010 by Nelson Education Ltd. All rights reserved 6 Describe the role of the Internet in business marketing Business Marketing on the Internet LO 2

Chapter 6 Copyright ©2010 by Nelson Education Ltd. All rights reserved 7 REVIEW LEARNING OUTCOME LO 2 The Internet in Business Marketing THEN NOW Reduce costs Build partnerships and alliances Build and support branding Develop customer-focused technology and systems Integrate online and traditional media Revenue Generation Basic Marketing Communication Business Internet Uses and

Chapter 6 Copyright ©2010 by Nelson Education Ltd. All rights reserved 8 Discuss the role of relationship marketing and strategic alliances in business marketing Relationship Marketing and Strategic Alliances LO 3

Chapter 6 Copyright ©2010 by Nelson Education Ltd. All rights reserved 9 REVIEW LEARNING OUTCOME LO 3 Relationship Marketing and Strategic Alliances Supplier (like Intel) Supplier Company (like Dell) Company 1 (like Starbucks) Company 2 (like Jim Beam) Company (like UPS) Customer/ Distributor (like Ford)

Chapter 6 Copyright ©2010 by Nelson Education Ltd. All rights reserved 10 Identify the four major categories of business market customers Major Categories of Business Customers LO 4

Chapter 6 Copyright ©2010 by Nelson Education Ltd. All rights reserved 11 REVIEW LEARNING OUTCOME LO 4 Business Market Customers Business Marketing Institutions Resellers Wholesalers Retailers Producers OEMs Governments Federal Provincial Municipal Unions Civic Clubs Other Churches Foundations Nonprofits

Chapter 6 Copyright ©2010 by Nelson Education Ltd. All rights reserved 12 Explain the North American Industry Classification System North American Industry Classification System LO 5

Chapter 6 Copyright ©2010 by Nelson Education Ltd. All rights reserved 13 Explain the major differences between business and consumer markets Business versus Consumer Markets LO 6

Chapter 6 Copyright ©2010 by Nelson Education Ltd. All rights reserved 14 Describe the seven types of business goods and services Types of Business Products Types of Business Products LO 7

Chapter 6 Copyright ©2010 by Nelson Education Ltd. All rights reserved 15 REVIEW LEARNING OUTCOME LO 7 Types of Business Goods and Services

Chapter 6 Copyright ©2010 by Nelson Education Ltd. All rights reserved 16 Discuss the unique aspects of business buying behaviour Business Buying Behaviour Business Buying Behaviour LO 8

Chapter 6 Copyright ©2010 by Nelson Education Ltd. All rights reserved 17 REVIEW LEARNING OUTCOME LO 8 Business Buying Behaviour Customer service Initiator Influencer Decider Gatekeeper Purchaser User Buying Center  Quality  Service  Price Evaluative Criteria Buying Situations New buy Straight rebuy Modified rebuy