1. A Business Marketing Perspective
Chapter 1

2. What are Business Markets?
“Markets for products and services, local to international, bought by businesses, government bodies, and institutions for incorporation, for consumption, for use, or for resale.”

3. Business Marketing Management
B2B vs. B2C
Do firms have to be one or the other?
Which is larger?
What’s the difference?
Business Consumers
Commercial enterprises
Institutions
Government

4. Business Markets v. Consumer Markets
Market-driven firms
Characteristics
Place customers’ needs first
Know the environment
Coordinated use of inter-functional resources
Capabilities
Market-sensing capabilities
Customer-linking capability

5. What Do Business Marketing Managers Do?
Partner for Increased Value
Create a Value Proposition
How?
What is a value proposition?
Customer solutions

6. MKT v. “Those Other Guys”
Finance
Accounting
Logistics
Customer service
R&D
Procurement
Manufacturing

7. Characteristics of B2B Derived Demand Fluctuating Demand
Stimulating Demand
Price Sensitivity
Global Marketing Perspective

8. B2B v. B2C
MKT MIX
B2B
B2C
Promotions
Product
Price
Place

9. Relationship Marketing
What is it?

10. The Supply Chain
“A technique for linking a manufacturer’s operations with those of its suppliers, intermediaries, and customers to increase effectiveness and efficiency.”
Shifts in SCM
Cespedes’ “concurrent marketing”

11. Commercial Enterprises
Types
Users
Original Equipment Manufacturers (OEMs)
Dealers & Distributors
Understand buying intentions

12. Classifying Goods for the Business Market
Entering Goods
Raw materials
Manufactured materials and parts
Foundation Goods
Installations
Accessory goods
Facilitating Goods
Supplies
Services
Maintenance and repair support
Advisory support