Organizational Buyer
New
Offering
Realization
Business
Channel
Management
Gaining
New
Business
Marketing
Sensing
Understanding
Firms as
Customers
Crafting
Market
Strategy
Understanding
Value
Creating
Value
Delivering
Value
Guiding Principles
Sustaining
Reseller
Partnerships
Managing
Customers
relationships
and
Monetary
Offeringsf
Offeringsa
Value
Value can only be estimated.
Value changes when:
Same functionality or performance provided
while its cost changes to customer
Functionality or performance changes while
cost remains the same
Customer Incentive to Purchase
difference between value and price.
is
the
Assessing Value
Supplier firms create and deliver value to
targeted
market
segments
and
customer
characteristics
Business market management strives to both
understand and capitalize on customer and
market segment variations
Processes
How the CEO runs the company
Management How management interacts with employees
Processes How decisions get made
How communication takes place
Business
Large, crosscutting collections of activities (product design, order
Processes fulfillment, customer service)
Chapter 1-9
A. Commercial Enterprises
Manufacturers
Construction
Service firms
Transportation
Professional
Resellers
Business marketers typically serve far fewer, but far larger, customers.
E-Procurement
E-Procurement Softwares: Ariba, Oracle, Emptoris,
etc.
On-line negotiation [request-for-proposal (RFP), request
through ERP]
Analytical Tools
Government Procurement
1. Ministry of Defense (MoD) - one of the
largest single enterprise in world.
2. Non-defense procurement administered
by wide variety of agencies.
Schools, health
agencies.
care
organizations,
Similar to government
considerations and laws.
buyers
non-profit
--
political
Discussions