Learning Objectives
Understand What is industrial (or Business to Business) Marketing? Know What are the differences in the characteristics of industrial and consumer marketing? Find out Why the demand for industrial goods and services are called Derived demand ?
www.a2zmba.com By Prof. Havaldar
IM/1-2/5 (A) What is Industrial (Business) marketing? It is marketing of products / Services to business firms. In contrast consumer marketing is marketing products / services to individuals & households. (B) What is the difference between industrial marketing, B2B marketing, Business marketing & Organizational Marketing?
No Difference!
What are the differences between Industrial & Consumer Marketing? Basic tasks of marketing are same difference Exists in the characteristics shown next.
(C)
IM/1-3/5
IND MARKETS GEO Concentrated Few Buyers Technically Complex Customized Very Important Various Functional specialists involved Mainly Rational buying decisions. Interpersonal relationship between buyers and sellers. More direct Multi Channel Importance to personal selling Competitive bidding / Negotiated prices
www.a2zmba.com By Prof. Havaldar
CONSUMER MATKETS GEO Disbursed Large no. Of Buyers (Mass Markets Non Technical Standardized Somewhat important Family members involved Physiological / Psychological Social need based buying decisions Non Personal Relationship. Indirect Few Channels with many layers Importance to Advertising. MRP
IM/1-4/5
Because Industrial demand is derived from (or depends on) demand for consumer goods / services.
E.G. Steel is demanded for production of consumer durable products like Cars & Refrigerators, which are demanded by household consumers. Hence, Demand for Steel is derived from forecast of consumer demand for Cars, Refrigerators, Washing Machines, Etc.,
www.a2zmba.com By Prof. Havaldar
SUMMARY OF CHAPTER-1
IM/1-5/5
Industrial / Business Marketing is marketing of products / services to business firms. Differences between Industrial & Consumer marketing are seen in areas / Characteristics like Market, Product, Buyer Behavior, Channel, Promotion & Price. Industrial Demand is derived from demand for consumer goods / services.
www.a2zmba.com By Prof. Havaldar
CHAPTER 2
IM/2-1/10
IM/2-2/10
R IE S / ( D IS T R IB U T O R
G O V E R N M E N T C U S T O M E R S IN D U S T R IA L / B U S IN E S S C U S T O M E R S IN S T IT U T IO N A L C U S T O M E R S
P U B L IC S E C T O R U N IT S (B H E L ) G O V T . U N D E R T A K IN G S ( R A IL W A Y S , D E F E N C E U N IT P U B L IC IN S T IT U T IO N S (G O V T . H O S P IT A L S ) P R IV A T E IN S T IT U T IO N S (S C H O O L S , C O L L E G E S )
M A N U F A C T U R IN G U N IT S ( S U G A R , M IL K ) C O -O P E R A T IV E S O C IE T IE S N O N -M A N U F A C T U R IN G U N IT S ( B A N K S , H O U S IN G )
F I G
T Y
I N
I A
I N
IM/2-3/10 (B) How are Industrial Products / Services Classified? Classification into 3 Groups shown below.
I A
( I R
M A T E R I A LM S A N U F A C T U R E D M A & P A R T S ( S T E E L , F U E L O I L ) ( E N T E R P R O D U C T C O M P O N E N T P A R T S D I R E C T L Y ) S U B A S S E M B L I E S ( E I N D U S T R P R O D U C S E R V I C E C I A T ( SU S P O I T A L I S/ E D I N R O D U C T P E R A T I O LA P LT IE G M H S T Y T L I C E E / B I E E S S Q Q U P P I L ( L ( L T T D U E ( C ( M I N B G R A G I C L , O A M C ( F A C P H A U
H E A V I O N / P N L SA ) N
S U P S E R ( T O O P E
F I G . C L A S
P L I E S S / U P P V I C E S S U P P O R T R A T I O S N E SR ) V
S I F I C A T I O N /
I N
IM/2-4/10
three purchasing orientations: (i) Buying, (ii) Procurement, or (iii) Supply chain Management. (i)Buying Orientation: The firm with buying orientation follows the practice of (a) selecting lowest price supplier, (b) gaining power over suppliers and (c) avoiding risk of buying from new suppliers. It has a Short-term focus. (ii)Procurement Orientation : The purchasing firm with procurement orientation has a long-term focus. It achieves the objectives of quality improvement and cost reductions by following the practices of (a) collaborative relationship with major suppliers and (b) working closely with other functional areas in the company. (iii)Supply chain Management Orientation : Here, the firm focuses on improving the value chain from raw materials to end users. This is achieved by www.a2zmba.com By value to (a) delivering superiorProf. Havaldar end users, (b)
IM/2-7/10 (iii) Purchasing in Institutions If the Institute is a Govt. Hospital Purchasing practices of Govt. units Followed Similarly a private School / College follows practices of commercial enterprises However, better to study each major institution. (iv) Purchasing in cooperative societies Similar to Institutional purchase.
IM/2-8/10
A I R & W A T E R (E) Types & Analysis of EnvironmentP E C O L O G I C A SL O C W P H Y S I C A L L C E N V I R O N M E I NN ( S TT E R & W N A L A N A L R Y H S M A O O & I RS R W M D )& K - C P A & F E O N P I N T S Y R A I N T , L O N G C T S U L A A S E T R U C E P O C V L B L B T H T U P N N . , R L O O P A I E M L O L R I C O L G I T & I C I C S O A S U S O D C E S K C U I A F T I L A C L F O E M L T T R C E E I O I O E T D N N S O I V R S E M , F U N & A I M A R E N A C O A L N T I D S E E R W R , A V P S I N O W T G E E D N R O I S A , T T L L P U R U O R A T S A N I O A L S L R P N
E X T E ( O & T
R A
N N
A A
L L
M I C R O ( A F F E C P A R T I C F I R M ) Y S I S )
M A C R O ( A F F E C A L L F I R
T S G O M S ) C U P H P U O U
L I C - P R E S S D E R S , I N V E L I C I N T E R E S
IM/2-9/10
Independent Strategies. Cooperative Strategies. Strategic Planning. It Aims at keeping firm consistently successful in changing marketing environment by market oriented strategic management.
IM/2-10/10
SUMMARY OF CHAPTER - 2
Types /Classifications of Industrial/ Business Customers are (i) Commercial Enterprises, (ii) Government (iii) Institutional, (iv) Cooperative societies.
(i)Materials & Parts, (ii) Capital Items, (iii) Suppliers & Marketing strategies differ for different product &
Customer types.
Industrial / business Buyers follow one of the three
customers. It is important to understand it for each www.a2zmba.com By Prof. Havaldar major customer.
CHAPTER 3
IM/3-1/16
Learning Objectives
different phases in buying decision process, types of buying situations; buygrid framework & its analysis.
Identify members of buying centers. Understand organizational buying behavior. Know how industrial buyers choose and
www.a2zmba.com By Prof. Havaldar
IM/3-2/16
are met)
Excellent pre & post sales services. Long Term collaborative relationship.
Industrial buyers try to achieve organizational purchasing objectives & personal objectives like higher status, job security, salary increments, promotions & social relationships. Prof. Havaldar www.a2zmba.com By
IM/3-3/16
Industrial Buying Decision Process must study this for developing Marketers
effective marketing strategy.
In Consumer Marketing, Household /
Individual consumer / Buyer makes buying decisions based on certain mental stages like (i) Problem (Need) Recognition, (ii) Information Search (iii) Evaluation (iv) Purchase decision (v) Post Purchase Behavior
In Industrial Marketing, Buying Decision
making process is observable, involving many people in buying firm & includes www.a2zmba.com By Prof. Havaldar
Developing specifications of the Searching & Qualifying Suppliers. Obtaining & Analyzing suppliers
Evaluating & Selecting Suppliers. (shown on next slide) PHASE 7 :- Selecting an order routine PHASE 8 :- Post By Prof. Havaldar evaluation Purchase www.a2zmba.com
IM/3-5/16
IM/3-6/16
i. New Task / New Purchase : Here, buyers have limited knowledge and experience of the new product/service. Hence, more information is obtained, more people are involved, risks are more, and decisions take longer time. ii. Modified Rebuy / Change in supplier : This situation occurs when the firm is not satisfied with the performance of existing suppliers, or there is a change in product specs. Hence, the need for searching alternate suppliers. iii. Straight Rebuy / Repeat purchase : Here, the buying firm places repeat orders on suppliers who are currently supplying certain products/services. Such decisions are routine, with less risks and less information needs, and can be taken by junior executives. www.a2zmba.com By Prof. Havaldar
IM/3-7/16
BUYCLASSES Modified Rebuy May Be May Be May Be Yes Yes Yes Yes Yes Straight Rebuy No No No No May Be No May Be Yes
IM/3-8/16
All Phases are Applicable for a New Task. Some Phases are Applicable for modified /
Straight Rebury.
New task situation is most difficult since buyers
IM/3-9/16
(E) Identifying key members of buying centre / Marketing persons must identify Sales
important members of buying centre. Buying centre consists of individuals and groups who take part in buying decision making process, have common objectives & share common risks. It is also called purchase committee, buying committee or decision making unit. Members of buying centre are (i) Technical persons.Represent design,production/operations, maintenance, Q.C., Industrial Engg. Depts. (ii) Purchasers / Buyers. Purchase / Materials dept. persons. (iii) Accounts / Finance persons. (iv) Marketing persons www.a2zmba.com By Prof. Havaldar
IM/3-10/16
many factors. Two most important factors are (i) Organizational factors / task oriented objectives, like best product quality, lowest price, dependable delivery. (i) Personal factors / Non-task oriented objectives, such as good increments, promotion, Job security, personal favors. When suppliers offers are similar, buyers can satisfy organizational objectives from any supplier. Hence, personal factors become important. However, when suppliers offers differ substantially, buyers give importance to www.a2zmba.com By Prof. Havaldar
IM/3-12/16 Many models have been developed to explain organizational buying behavior. One of the comprehensive models is the Sheth model, described below.
The Sheth model of industrial buyer
behavior, shown below , focuses on (i) Psychological aspects of individual buyers (Component 1), (ii) Conditions causing joint decision making (Component 2), (iii) Conflict among those involved in decision process & resolution of conflict (Component 3).
Situational factors include economic
www.a2zmba.com disputes, conditions, labour By Prof. Havaldar mergers &
IM/3-13/16
C o m p o Cn eo n m t p ( 1o )Cn eo nm t p ( 2o S) n ie t un ta t( i3 o )
D i f f e r e n Vc ea sr i a a b m l e o Ms n etg h t ha ot dD s e tu e s r e m d i n f oe i n d i v i d u ai f l b b u u y y i ne gr sc od en fc l i cs ti o r n e s i s o l u t i o c a u s e d ab uy t of a n c o t om i r n os u j : o s i n o t r - d j o e i c n i t s :i o n B a c k g r oA u ) n P d r o o d f u m c a t k S i pn ge c p i f r i oc c e s s i n d i v i d u F a a l s c t ( o E r ds u : c a t i o n , r o l e & l i f T e i m s t e y l Pe ) r . Pe s r os bu lr e e m S o l v i n g T h e i r i n f P o er m r c a e t i i v o e Pn d e rR s i u s a k Ss i uo pn p l i e r C s o u r c e s T. y p e o f B P a u r r g c ah i a n B s i n er ag n d A c t i v e S B e ) a C r co h m p P a o n l y i t i Sc kp i e n c g i f i c P e r c e p t Fu a l c Dt o i r s s t o : r t i o n S a t i s f a c C t i o o n m w p a i t nh y S i z e p a s t p u r C c ho am s p e a s n y O r i e n t a t i o n D e g r e e o f C e n t r a l i s a t i o n
i g
E B S T E R
E n v ir o n m
A N D
IN D
D E L
IM/3-14/16
e n ta l V a r ia b le s
P h y s ic a l, T e c h n o lo g ic a l E c o n o m ic , C u lt u r a l P o lit ic a l a n d L e g a l L a b o u r u n io n s C u s t o m e r d e m a n d s C o m p e t it iv e p r a c t ic e s S u p p lie r in f o r m a t io n
r g a n is a t io n
V a r ia b le s
B u y in g
C e n t r e
, e o i S iz n c e n a l c a t i e
V a r ia b le s
O
C D M D
r g a n is a t io n
B u y in g
m
D e c is io n s
o r e in f o r m a t io n
A K I n C
u t h e y t e r o m
o r it y in f lu p e r s m u n
r s r e la t io n s h ip o n
h o ic e o f S u p p lie r s e la y d e c is io n & g e t a k e , L e a s e o r b u y o n o t b u y
In d iv id u a l V a r ia b le s
P e E d E x L if
r u p e
s o n c a t e r t i s t y l
a l G io n , s e , J e , I n
o a ls , V a lu e s E x p e r ie n c e o b P o s it io n c o m e
IM/3-15/16
CUSTOMER SERVICE
out market survey to understand which of the following elements of customer service are important to customers, what service levels are expected by customers, the service levels offered by the firm and its competitors. (i) Pre Sales Service :Advising, Informing, Problem solving (ii) During Sales Service : Product availability, ontime delivery, order cycle time, and information. (iii) Post Sales Service :Warranty, AMC, Repair, Installation & Training. www.a2zmba.com By Prof. Havaldar Develop superior service package.
IM/3-16/16
SUMMARY OF CHAPTER - 3
Industrial marketers should understand that
business buyers try to achieve both organizational & personal objectives. Industrial buying decision process consists of eight steps / stages (buyphases) & three types of buying situations (buyclasses). Buygrid model combines buyphases & buyclasses. Marketers must understand roles & key members of buying centre, including key buying influencers. Many factors influence organizational buying behavior, but major factors are organizational ( or task oriented ) objectives and personal (non task oriented ) objectives. The Sheth model of industrial buyer behavior is comprehensive, focusingHavaldar of psychological & joint www.a2zmba.com By Prof.
CHAPTER - 4
IM/4-01/11
LEARNING OBJECTIVES :
& seller firms. Customer relationship management (CRM) / relationship marketing. Methods used to influence industrial customers. Special dealings between buyer & seller.
www.a2zmba.com By Prof. Havaldar
IM/4-02/11
Depend on their perceptions, behavior & roles. Buyers have two major perceptions of sales
(i) Stereotype talkative, manipulative, excitable (ii) Reputation of sales reps company. organizational needs / objectives, buying centre interactions and personal needs.
buying decisions.
www.a2zmba.com By Prof. Havaldar Role / behavior of sales rep. depends on his
IM/4-03/11
C C C
p a t i b l eI n Sc to y m l e p a t i b l e
o m p a t Ii db el e a l / S u c c e s I s n f eu f l f i c i e n t o n t e n t T r a n s a c t i o nT r a n s a c t i o n
N o I n c o m p a t Ii n e e f f i c i e n t b l C o n t e n t T r a n s a c t i o nT r a n s a c t i o
A buyer and a seller interaction is called Dyadic two persons interactions, with above types of transactions. Content includes organizational and personal needs of a buyer and a seller. Style includes manner and format of communication task oriented, self oriented, or social / personal oriented.
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IM/4-04/11
supplier) firms do business, they have the following types and range of business / working relationships / exchanges.
IM/4-05/11
TRANSACTIONAL RELATIONSHIP is typically
one time exchange of a product / service, with lowest price / economy and necessity as main factors. Some customers prefer it when many suppliers are available in a stable market. They switch purchases from one supplier to another. Marketers also choose least profitable customers for transactional relationships.
VALUE ADDED RELATIONSHIPS / EXCHANGES. Here the focus is to understand customer needs and meet those needs better than competitors, to get maximum business share. These customers have medium sales and profit www.a2zmba.com By Prof. Havaldar
IM/4-06/11
service and technical ties between customer and supplier firms in order to achieve mutual benefits.
The criteria used for selecting business
customers for partnering relationships are technological contributions, mutual dependence, supply chain management orientations, and high sales & profit potentials.
www.a2zmba.com By Prof. Havaldar
IM/4-07/11 CUSTOMER RELATIONSHIP MANAGEMENT (CRM) / RELATIONSHIP MARKETING (RM) to Conceptually same, methods / techniques achieve objectives are different. Both CRM & RM aim at partnering / collaborative long-term relationships for mutual benefits of both parties. CRMS objectives are to improve customer loyalty and there by, companys profitability. For this, marketing strategy is first developed, then investment is made in software system to gather data / information on each valued customer, and the same is made available to all employees to give superior customer service. RM aims at building relationships with key customers, distributors, and suppliers. This is done through financial and social benefits, www.a2zmba.com By Prof. Havaldar
IM/4-08/11
Negotiation Sales Presentations: For effective sales presentation, a sales person should follow some guidelines : i. Plan and collect information before sales presentation. ii.Identify customer needs and satisfy them better than competitors. iii.Use AIDAS theory or any other theory of selling (Attention, Interest, Desire, Action, Satisfaction)
www.a2zmba.com By Prof. Havaldar
IM/4-9/11
NEGOTIATION : For negotiation with
customers use I win, you win or win win style, with following guidelines : a. Build an environment of trust & understanding. b. Identify the problem areas. c. Both sides work together, pooling ideas, information, and resources. d. Regular frequency of concessions are important and not the size of concessions. e. Be responsive to corrections, if needed. f. Avoid legalistic approach. www.a2zmba.com humble. g. Be polite and By Prof. Havaldar
IM/4-10/11
service from a customer and selling a product / service to a supplier. It occurs when products are similar and price competition is less. Generally, both purchase managers and sales managers dislike. In practice, the procedure becomes complex. It should be kept at minimum level.
DEALING WITH CUSTOMERS CUSTOMERS With coordination and planning, a business marketer can promote its products to customers customer, if a need arises. E.G. Aircraft engine manufactures promote their engines to Air lines (aircraft buyers), in www.a2zmba.com By Prof. Havaldar
IM/4-11/11
on their perceptions, behavior, & roles. Interaction between two persons (buyer & seller) is called Dyadic, with various types of transactions, as per Dr. Sheths framework. Buyer and seller firms have various types and range of relationships: transactional, value added and partnering / collaborative. Customer relationship management (CRM) and relationship management (RM) are conceptually same. Both aim at collaborative / partnering long term relationship for mutual benefits of both parties. Sales promotion and negotiation are the major methods used to influence industrial buyers. Reciprocity and dealing with customers customers are the special dealings between a buyer & a seller.
LEARNING OBJECTIVES :
1.Know Nature and Scope of Industrial Marketing research. 2.Examine the Marketing Research Process. 3.Understand Industrial Marketing Intelligence System.
www.a2zmba.com By Prof. Havaldar
IM/5-3/6
Scope is vast. Some of the areas are : i. Market share analysis . ii. National and Geographical areawise market potential. iii. Competitors analysis. iv. New product acceptance and
IM/5-4/6
STEPS INVOLVED ARE : 1.Identify the problem / opportunity and state research objectives . 2.Develop research design / methodology. 3.Collect data / information. 4.Process and analyze the data. 5.Prepare research report.
There is no major difference in the process or steps involved in marketing research for www.a2zmba.com By Prof. Havaldar
M R
r k e t i n e s e a r c h s t u d i e s
I n d e c o n d M a D a t a I n t S o u r c e S y
s r Dy r k S e l l i S s t e
t r i a e c i e t i n u p g e n y s t m
MarkRes stu InduMark IntelSys etingarch dies Seco DSo Deci Supyst Mark Respon ndary strialeng aturce igenctm sion portem et ce
l s g p c e
i o n M o r t e R m
r k e t e s p o n c e
Industrial marketing intelligence system is developed to meet the needs of industrial marketers for timely and continuous information for effective decision making .
www.a2zmba.com By Prof. Havaldar
SUMMARY OF CHAPTER-5
IM/5-6/6
on exploratory and descriptive (i.e. survey) methods . The scope of industrial / business marketing research is vast . There is no major difference in the process or steps involved in marketing research for consumer and industrial marketing. Industrial marketing intelligence system is developed to meet the needs of businesswww.a2zmba.com By Prof. for timely and marketing Havaldar
IM/5-2/6
Secondary data, and exploratory research (Through expert opinion). 2. Descriptive (or Survey) method is used more often than experimental and Observation methods, for collecting primary data. 3. Sample size is small due to small population. 4. Difficult to define sampling unit (or respondents), since buying decisions are made by many members of buying centre. www.a2zmba.com By Prof. Havaldar
CHAPTER 6
INDUSTRIAL MARKET SEGMENTATION, TARGET MARKETING AND POSITIONING
IM/6-1/9
LEARNING OBJECTIVES : 1.Know the Procedure followed for segmenting industrial markets. 2.Identify the Variables (bases) used for segmenting business markets. 3.Evaluate and select the target market segments and strategies. 4.Develop effective positioning strategies.
1.Conduct marketing research to collect data / information on existing and potential buyers, and competitors. 2.Carry out data analysis by using statistical techniques of factor and cluster analysis in order to identify different segments. 3.Profile each segment by its characteristics like application
www.a2zmba.com By Prof. Havaldar
based on Macro Variables , and then subdivided into Micro Variables, if necessary.
variables are identified based on industry/organizational characteristics like. (i) Type of industry / Type of customer. (ii) Company size / Usage rate. (iii) Customer location / Geographical area. (iv) End-use / Application / Benefits of a product.
www.a2zmba.com By Prof. Havaldar
IM/6-4/9
further subdivided into micro segments, if needed. Micro Variables are based on purchasing decisions like (a) Customer interaction needs, (b) Organizational capabilities, (c) Purchasing policies, (d) Purchasing criteria, (e) Personal characteristics.
Sequential Segmentation Process.Often, business marketers use more than one variable to subdivide the market. www.a2zmba.com By Prof. Havaldar
IM/6-5/9
Criteria / factors used for evaluating each market segment are : (i) Size and Growth . (ii) Profitability Analysis . (iii) Competitive Analysis . (iv) Company Objectives and Resources
Based on above criteria, business marketer selects one or more market segments as target segments. Next , the marketers should decide which of the following broad target market strategies the company should adopt (a) Concentrated or Niche marketing strategy, (b) Differentiated marketing strategy
www.a2zmba.com By Prof. Havaldar
IM/6-6/9
(i)
(ii)
IM/6-7/9
3Use Perceptual Mapping Technique.To decide on positioning strategy, this technique is used, after getting customers perceptions through marketing research. 4 (iv) Communicate Positioning Strategy. The firm should decide and communicate its positioning strategy to target customers, through sales force, advertising in journals, internet, and trade shows
www.a2zmba.com By Prof. Havaldar
IM/6-8/9
.A 1 .C
Strong Customer Service
1.0 0.8 0.6 0.4 0.2
.D
.B
. A
Perceptual Mapping Technique
- 0.8 - 1.0
SUMMARY OF CHAPTER 6
IM/6-9/9
1.Procedure used in market segmentation includes (i) Marketing research, (ii) Data analysis (iii) Profiling each segment. 2.Variables used for segmenting industrial markets include macro variables and if needed, micro variables. Sequential segmentation process is often used. 3.Criteria used for evaluating market segments are (i) size and growth , (ii) Profitability (iii) Competitive analysis (iv) Company Objectives and Resources. 4.Target market strategies are (a) Concentrated or Niche marketing, (b) Differentiated marketing, (c) Undifferentiated marketing strategy 5.Steps used for developing positioning strategy include : (i) Identifying attributes / benefits, (ii) Selecting www.a2zmba.com By Prof. Havaldar one / more major benefits, (iii) Using perceptual
CHAPTER 7
PRODUCT STRATEGY & NEW PRODUCT DEVELOPMENT
IM/7-1/20
Learning Objectives 1.Define an Industrial Product. 2.Understand Changes in the product strategy. 3.Know Product Life cycle (PLC) Theory and its application. 4.Develop Product strategies for existing products. 5.Understand new product development. 6.Know impact of technology and high-tech marketing. www.a2zmba.com By Prof. Havaldar 7.Learn Marketing of industrial services.
IM/7-2/20
Complex set of economic, technical, legal and personal relationship between a buyer and a seller.
Meaning of a Total Product Package : It
includes basic properties (with fundamental benefits), enhanced properties (with tangible benefits), and augmented properties (with intangible benefits).
In a competitive market, business
marketers must understand target www.a2zmba.com By Prof. Havaldar customers perceptions of a total product
IM/7-3/20
CHANGES IN PRODUCT STRATEGY Business marketers must understand that a product strategy is dynamic and flexible. It changes due to changes in (i) Customer needs. (ii) Technology. (iii) Government Policies / Laws. (iv) Product Life Cycle.
e e s I n d u s t r y P r o f i t s
M
www.a2zmba.com By Prof. Havaldar
a t u
r i D y e c l i n t
Introduction Stage : Marketing Strategy should focus on market development for slowly accepted products. For rapidly accepted products, a competitive strategy (Competitive pricing or Superior quality product ) should be evolved. Growth Stage :To take advantage of high growth of sales and profits, the marketing strategy should concentrate on (i) Improving product design or adding product features (ii) Improving distribution and (iii) Reducing price, as increased sales and production reduce the www.a2zmba.com By Prof. Havaldar
IM/7-6/20
increases and profits decline, marketing strategy should concentrate on (i) cutting costs, (ii) keeping existing customers satisfied (iii) entering new markets.
profits decline, marketing strategy should focus on (i) substantial reduction in costs, (ii) develop a substitute product, (iii) withdraw the product slowly from the market.
www.a2zmba.com By Prof. Havaldar
Business marketers should take the following steps : 1.Evaluate the performance of existing products by using product evaluation matrix. 2.Examine the relative strengths and weaknesses of the companys products by using perceptual mapping technique. 3.Decide the product strategies, based on www.a2zmba.com above analysis. By Prof. Havaldar
IM/7-9/20
G r o w t h
P r o f i t a b i l i t y B e l o T w a r g eA t b o v B e e l o T w a r g eA t b o Bv e l o T w a r g eA t b o v e I n d u s M t r ay r k e t T a r g e t T a r g eT ta r g e t T a r g Tea t r g e t T a r g e t S a l e s S h a r e
o m
i n
a n
r o
w A t hv e r a g e
M D a r g o m i n i n a l a n t
t a b
l Ae v e r a g e
M D a r g o m i n i n a l a n t
e c l i An ve e r a g e
M a r g i n a l
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IM/7-10/20
B H Q i g h u a l i t y
*A
C
L o w Q u a l i t y
L o w
r i c e
IM/7-11/20
Firm As product quality is perceived to be average by customers, compared to its competitors B & C. Firm A should try to move to a new position of superior quality at a reasonable (average) price to improve its profitability.
(iii)Improvements / Revision to the existing products. (iv)Addition to the existing products. IM/7-12/20 (v)Repositioning existing products to new market segments (vi)Products with substantial cost reductions without reduction in performance.
IMPACT OF TECHNOLOGY
IM/7-13/20
Technological innovations create new products / services that are new to the world. Examples of these innovations, called break through technology are : (i) Technological inventions of 1940s of vacuum tube and amplifier circuit created new products / services like radio, wireless telegraphy, and telephone service. (ii) Technological inventions of 1950s & 70sof transistor, integrated circuit (IC), microprocessors have applications in new products like TV sets, movie Cameras, Computers, Calculators, Mobile phones, Printers etc., www.a2zmba.com By Prof. Havaldar (iii) Digital revolution of information
IM/7-14/20
B e t t e r H i g h - t e c h H i g hM o u s e t r M a pa r k e t i n g T e c h n o l o g i cMa a r k e t i n g l U n c e r t a in t y L o w
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IM/7-16/20
r t a
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r e i n t a n g s e r v i c
marketing Implications.
C 1 . h a r a c t e r i s t ic s M a r k e t in g Im p li c a t i o n s I n ta n g i b i l i t y B u ( c a n n o t b e s e e n f e lt , b e f o r e b u Sy e n i I n s ( P c o s a e r o n m p a r a b d u c t i s u m p e t im y e r s / l lg e ) r s s e e e v id e n c e t a n g ib ilis e t h e
IM/7-18/20
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2 .
i l i t y E f f e c o n & t io n a p t r to h v e i R e q u e ) o f s e
t iv e in t e r a c t io n d e p e nR d e p a i rs s e tr ov i c e a c h i n o n m d e r s . & C o u r ie r s e r v ic e ir e s e f f e c t iv e r e c r u it in g a n d t r a in in g r v ic e p r o v id e r s .
3 .
4 .
P e r i s h a b i l it y D e m a n d f lu c t u a t e s . ( C a n n o t b e s t o r e d ) U s e m e t h o d s t o m a t c h c a p a c it y . N o n ( B u s e r o w - o y e v i n n e r s h i pA d v a n t a g e s u s e s a r in c e , b u t c a en dn uo ct t i o n it ) w r
5 .
o f n o n - o w n e r H h o i tp e l : a n d s c o s t s & f l e x i b i sl i e y r v i c e s . t
c a r
r e n
SUMMARY OF CHAPTER 7
IM/7-19/20
PRODUCT STRATEGYS & NEW PRODUCTS DEVELOPMENT. Industrial Product is a physical thing and also a complex set of economic, technical, legal and personal relationship between a buyer and a Seller. Product Strategies are changed due to changes in customers needs, technology, government policies or laws, and product life cycle Product life cycle (PLC) concept is used to develop marketing strategies at different stages of PLC. Product strategies for existing products are developed by (i) evaluating the performance of existing products, using product evaluation matrix ,Prof. Havaldar (ii) Studying the www.a2zmba.com By
IM/7-20/20
It means, deciding if a product should be continued, modified, dropped, or replaced. New products are classified into six groups and consist of seven stages of development process :idea generation, idea screening, concept development & testing, business analysis, product development, market testing, and commercialization. In High tech marketing situation, technology application and market needs are difficult to predict . The technology adoption life cycle is modified to suit high-tech marketing. Unique high tech marketing strategies include targeting a niche market, planning whole product, developing partnership, unique positioning, effective communication , multi channel distribution and Skimming pricing. Industrial services are classified into various groups, andwww.a2zmba.com By Prof. Havaldar include unique characteristics like
CHAPTER 8
IM/8-1/14
Learning objectives
1.Understand alternative channel structures. 2.Know types of industrial intermediaries. 3.Understand steps involved in designing a channel. 4.Learn how to manage channel members. 5.Understand concepts of supply chain management, Logistics, and business logistics system. 6.Learn the tasks of physical distribution and
www.a2zmba.com By Prof. Havaldar
IM/8-2/14
indirect channels. Direct Channels. Examples are direct selling through company sales force and direct marketing through on-line marketing, telemarketing and direct mail. Direct channels are used typically when (i) Transaction value is large, (ii) Technical & commercial negotiations are held at various levels (iii) Buying process takes a long time (iv) Buyers want to buy directly from manufacturers. Indirect Channels. Consists of intermediaries like distributors / dealers, manufacturers reps / agents, value-added resellers (VARs), brokers and commission merchants. Indirect channels are generally used when (i) Value of transaction / sales is low, (ii) The manufacturers www.a2zmba.com By Prof. Havaldar
Types of Intermediaries
1.Industrial Distributors / Dealers.
IM/8-3/14
promoting, financing, selling, transporting and servicing certain geographic market, & are given discounts. Specialized distributors, and (iii) Combination house.
products / services, getting orders, and colleting market information. They are independent business firms, representing various manufacturers whose products complement one another but are not competitive.
www.a2zmba.com By Prof. Havaldar
IM/8-4/14
3.
4.
Brokers
They bring together buyers and sellers, when information is not available completely. They represent either a buyer or a seller, and their relationship is short term. They do not buy products & services and are paid on commission basis.
5.
Commission Merchants.
They represent sellers / manufactures, mostly with bulk commodities like raw materials, to perform functions like arranging inspection, transporting, negotiating and selling.Prof. Havaldar paid commission on They are www.a2zmba.com By
CHANNEL DESIGN
existing channels.
IM/8-5/14
The procedure / steps are as follows; (i) Developing channel objectives; (ii) Analyzing channel constraints; (iii) Analyzing channel tasks; (iv) Identifying channel alternatives. These include the following issues : (a) Types of intermediaries. (b) Number of intermediaries. (c) Number of channels. (v) Evaluating the channel alternatives. The criteria used are: (a) Economic factor (b) Control factor (c) Adaptive factor www.a2zmba.com By Prof. Havaldar
IM/8-6/14
It includes :
1. Selecting Intermediaries. 2. Motivating Intermediaries. (a) Partnering relationships. (b) Reasonable discounts and commission. (c) Distributor councils. (d) Other motivational tools. 3. Controlling Channel Conflicts (a) Sources of channel conflicts. (b)Controlling conflicts by (i) Effective communication network; (ii) Joint goal setting; (iii) Diplomacy; Mediation; Arbitration. (iv) Vertical marketing system (VMS). 4. Evaluating Channel Members
www.a2zmba.com By Prof. Havaldar
SCM includes activities of moving goods from raw material through operations to final consumers, as shown in SCM Framework below.
IM/8-8/14
unit, (ii) Reduce waste & duplication, (iii) Minimize order to delivery cycle, and (iv) Ensure superior delivery service. Firms adopting SCM gain competitive advantage. The aims are achieved by a network of interdependent firms working together with partnering relationships to manage and control various activities, in order to improve flow of materials and information from suppliers to end users. Firms involved in SCM are suppliers of raw materials & components, transporters, distributors, material handling & www.a2zmba.com By Prof. Havaldar information processing firms.
IM/8-9/14
Marketing Logistics (or Physical distribution) consists of delivering finished products to intermediaries and customers.
www.a2zmba.com By Prof. Havaldar
IM/8-11/14 TASKS OF PHYSICAL DISTRIBUTION (PD) PD tasks are : (i) Transportation, (ii) Warehousing, (iii) Inventory Control, (iv) Customer Service, (v) Packaging, (vi) Material Handling, (vii) Order Processing, (viii) Communication, (ix) Locations of factory & Warehouses.
balanced by (i)Minimizing total distribution cost, or (ii) Total systems approach through maximizing profits.
Total Distribution Cost = Transportation cost (Freight) + Warehouse cost + Inventory cost + Cost of lost sales due to delayed delivery.
IM/8-12/14
A firm must minimize total distribution cost,
instead of minimizing individual cost elements, to balance customer service and total distribution cost.
Another approach, called total systems approach or channel integration focuses on return on investment (ROI). Here, a firms channel members work together to improve customer service, in order to get higher sales revenue.
le
s C
R a
e p
v e i t a
n l
e I n
v e
T o
t a e
P n t
s t m
SUMMARY OF CHAPTER 8
IM/8-13/14
1.Industrial channel structures include direct and indirect channels. 2.Types of industrial intermediaries are: industrial distributors / dealers, manufacturers representatives (or agents), value added resellers (VARs), brokers, and commission merchants. 3.Procedure of channel design includes: developing channel objectives, analyzing channel constraints and tasks, identifying channel alternatives, evaluating www.a2zmba.com By Prof. Havaldar
CUSTOMER SERVICE
IM/8-13A/
perceived service and expected service. A firm may have a strategy of giving superior quality service than competitors and exceeding customers expectations. Factors that determine service quality by customers are : (i)Reliability (ii)Responsiveness (iii)Assurance (iv)Empathy (v)TangiblesBy Prof. Havaldar www.a2zmba.com
IM/8-13B/
customer service firms (a)Top management commitment. (b)Setting high-standards of service quality. (c)Monitoring system. (d)Systematic approach to resolving customer complaints. (e)Satisfy both employees and customers .
IM/8-13C/ Developing customer service levels/ standards Neither all customers nor all products need the same level of service. Steps involved : (i)Conduct marketing research study to find which elements of customer service are important to customers. (ii)Find needs / expectations of customers in quantitative standards for the service elements. (iii)Get information on actual performance of the company and its competitors from customers. (iv)Analyse variance of actual performance with standards. (v) Take corrective actions to minimise the variance. www.a2zmba.com By Prof. Havaldar
IM/8-14/14 Managing channel members consist of selecting and motivating intermediaries, controlling channel conflicts, and evaluating channel members. 5. Supply chain management (SCM) includes activities of moving goods from raw material through operations to final consumers. Logistics management optimizes material flow within the firm, but SCM extends integration of material flow to suppliers suppliers and customers customers. 6. Business logistics system includes physical supply and physical distribution (or marketing logistics). 7. To balance total distribution cost and customer service, a firm can use any of the approaches: (i) Minimize total distribution www.a2zmba.com By Prof. Havaldar
4.
IM/9-1/12
CHAPTER 9
MANAGING THE PERSONAL SELLING FUNCTION
Learning Objectives : 1. Understand the role of personal selling in business marketing. 2. Know the business selling process. 3. Know characteristics of B2B selling , Team selling approach, solution-oriented effort, Entrepreneurial Philosophy. 4.Understand management of major and national accounts.
www.a2zmba.com By Prof. Havaldar
IM/9-2/12
IM/9-3/12
No magic formula for making a sale. But chances of making a sale improves, if the following sales process is followed. The major steps in selling process are : (i) Prospecting. It is searching or identifying prospective or likely customers from various sources. (ii) Qualifying . Prospective customers are screened by qualifying criteria like expected volume, location & financial strength. (iii) Preparation / Pre-approach. Sales person should prepare plan before making sales presentation by obtaining all relevant information about the customer and competitors through personal visits and websites.
www.a2zmba.com By Prof. Havaldar
IM/9-4/12
(iv) Sales Presentation / Approach. Different methods are used like (AIDAS Approach Attention, Interest, Desire, Action, Satisfaction), or need satisfaction method. (v) Overcoming Objections . Often prospects raise objections, which are real or practical and psychological or hidden. These should be answered satisfactorily by the sales person. (vi) Closing. Asking for an order or closing the sale is important. Sales person can use some of the closing techniques. (vi) Post - Sales service and Follow-up This includes delivery, installation, training, payment collection, warranty service, and rejections /returns.
www.a2zmba.com By Prof. Havaldar
IM/9-5/12
Promotional strategy focuses more on personal selling through companys sales force. Hence, salespersons are active in getting orders. 2. Adverting is used as a support to personal selling. 3. The sales person sells technical and non-technical products, and uses problem solving approach 4. Typically, it takes a long time to know outcome of sales efforts. 5. System selling approach is used by some business marketers, as it is preferred in some large industrial projects or contracts. 6. Team selling approach is used for major customers and large value orders.
www.a2zmba.com By Prof. Havaldar
IM/9-6/12
IM/9-7/12
IM/9-8/12
Intrapreneurial Philosophy
Intrapreneurship means entrepreneur within a company. When sales and marketing persons, who are employees, behave and act like owners of the company, they have adopted entrepreneurial philosophy. Such persons take initiative, are proactive and creative, and give superior value to customers. Firms that follow Intrapreneurial philosophy show consistently good performance.
www.a2zmba.com By Prof. Havaldar
IM/9-9/12
a t i o n a l c c o u n t
M i n o r i c c t i oA n c c o u n t l e C o m p l e x
Complexity of customer
www.a2zmba.com By Prof. Havaldar
IM/9-10/12
A major account has a large sales (and profit) potential and is simple to serve or manage, as the customer has only one unit . A national account has also a large sales (and profit Potential), and is complex or difficult to serve, because operating units re geographically dispersed. In addition, for small value items operating units are autonomous, but for large value items, buying is centralized.
IM/9-11/12
IM/9-12/12
SUMMARY OF CHAPTER-9
Personal selling has a greater role in business marketing than consumer marketing. Business selling process consists of prospecting, qualifying, preparation (or pre-approach), sales presentation (or approach), overcoming objections, closing, post-sales service and follow-up. B 2 B selling characteristics include problem solving, systems selling and team selling approaches. Intrepreneurial philosophy results in consistently good performance. Management of major and national accounts is done by team selling, relationship marketing and support from top management and functional managers.
www.a2zmba.com By Prof. Havaldar
IM/10-1/10
Learning Objectives : 1.Develop an effective communication (or promotional) program. 2.Understand the role of advertising 3.Understand the importance of sales promotion, publicity, public relation (PR), and direct marketing.
www.a2zmba.com By Prof. Havaldar
IM/10-2/10
The steps involved are : (i) Decide communication objectives. (ii) Identify the target audience. (iii) Decide the promotional budget. (iv) Develop the message strategy. (v) Select the media. (vi) Evaluate the promotions results. (vii) Integrate the promotions programme.
www.a2zmba.com By Prof. Havaldar
P
P
r o T o
r o M & S u
. D a i n r d e P c et r s o m A o d t v i o e nrS ta a i l sl e i P ns . g R l o l s P r o m P o u t b i o M i n c ai t r y k S e e t l i l n i n g
m e d P p p J d Po tr i i o n n t T a M r l a e d d e C i a s h h a o r w iD t s a i r b e l ce S t a m l Bi a u s i n E e x s hs i d b o i t n i oa nt i Ts o e n l s e m S a a r l u b l i c C a a t i t o a n l A o s gd u o ep k s t e i tn i gn p g r e s T o r r at s d Se a l e s v i C l l oa ng es O es n n t - s l i T n e e a o u r n P a rl s o m C o t o i mo n m m a a lu r n k i e tR yt i e n l I n d u n s o t vr ie a l rtl sie e l sa t ( i g o i n f t s s ) m a r i r e c t So er m e s i n N a e r w s s i t e m i i n D e m p o rn e s s t sr a t i o n P r o m T o e t c i ho n ia c l a l l e t t e r as r t i c l e s i n E n t e j r o t u a ri n n m a l e s n t
www.a2zmba.com By Prof. Havaldar
e as i c e- s e n m ag t i k e
While advertising is relatively less important than personal selling in business marketing, it is used as support to personal selling. The functions performed by advertising are (i) Creating awareness. (ii) Reaching members of buying center. (iii) Increasing sales efficiency and effectiveness. (iv) Efficient reminder media. (v) Sales lead generation. (vi) Support channel members.
www.a2zmba.com By Prof. Havaldar
i r c u
IM/10-6/10
IM/10-7/10
IMPORTANCE / ROLE OF DIRECT MARKETING (DM)
Definition Direct marketing is an interactive marketing system that seeks a measurable response and /or transaction. Direct marketing is also referred to as direct response marketing. Benefits For business marketers, benefits of DM are many : Can personalise / customise communication messages, builds a continues relationship with each customer, can measure responses from alternative media, and direct relationship marketing company strategy less visible to competitors. Main Channels or tools of DM. Direct mail, telemarketing and on-line marketing. In addition, kiosk marketing and catalog marketing are also DM channels, but are less popular in India. Direct mailis not only paper based postal service or courier service, but can be fax mail, e-mail, or voice mail. Direct marketers send not only letters, but also audio and videotapes, CDs, and diskettes. Response rate is about 2%.
www.a2zmba.com By Prof. Havaldar
IM/10-8/11 Telemarketing uses telephone to contact existing customers, to attract new customers, or to take orders. Telemarketing gives immediate feedback, identifies and qualifies prospects, and reduces sales force travel costs. Both inbound (incoming calls from prospects / customers) and outbound (out going calls) are important. Practice, training, pleasant voices and right timing (late morning to afternoon) are needed for effective telemarketing. On-Line Marketing can be done by establishing an electronic presence (by opening own website or buying space on a commercial on-line service), placing ads online, and using e-mail. A web site should be attractive on first view and interesting enough to encourage repeat visits. Marketers use on-line marketing to find, reach, communicate and sell to business customers.
IM/10-9/11
Major Benefits to marketers are: Lower costs, relationship building and quick adjustments to changing market conditions. Major Benefits for buyers are: convenience, information availability, and less hassle. Although small & medium size marketers can reach global markets at affordable costs, there is chaos and clutter as the internet offers millions of web sites, and also as concerns on security and privacy
IM/10-10/11
IM/10-11/11
Summary of Chapter 10
Steps involved in developing an effective communication programme for business markets are (i) decide communication objectives, (ii) identify the target audience, (iii) decide the promotional budget, (iv) develop the message strategy, (v) select the media, (vi)evaluate the promotions results, (vii) integrate the promotional Programme. Advertising is used in business marketing mainly as a support to personal selling. Media used for industrial advertising are: business publications, trade journals / Publications, and industrial directories. Sales promotion consists of short term incentive tools to stimulate greater or faster purchase of a product / service by business customers. Direct marketing and publicity ( also called as marketing public relations MPR) have important roles. However, public relations (PR) tends to neglect marketing objectives, since it has to deal with several category of people.
CHAPTER 11
IM/11-1/29
Learning Objectives 1.Understand the special meaning of price. 2.Know the factors that influence pricing decisions, i.e. price determinants. 3.Understand pricing strategies for different product/market situations. 4.Examine the pricing policies for various types of customers. 5.Understand the role Havaldar www.a2zmba.com By Prof. of leasing.
IM/11-2/ 29
based pricing by evaluating, suppliers offerings based on the concept of the suppliers offering equal to the difference between the perception of value (or benefits) and the cost to the buying firm. These are value buyers, and marketers should attempt to have value added relationship, if suppliers have purchasing orientations. Perception of value in value-based pricing is made up of several elements like customers perceptions of product quality / performance, reliable delivery, warranty / after-sales service, reputation www.a2zmba.com By Prof. Havaldar
IM/11-3/ 29
Price, freight, transit insurance, installation, risks of product failure, delayed delivery, etc, Some customers are price buyers. Marketers, should follow transactional relationships & offer basic properties. Some other buyers are loyal buyers, for whom marketers should follow relationship marketing with partnering / collaborative approach and mutually acceptable prices. www.a2zmba.com By Prof. Havaldar
IM/11-4/ 29
R
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IM/11-5/ 29o d e c i s i
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r i c i n g
s t r a t e g Pi e r si c i n g D
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h i c a
S e t t i n g a p r i c e ( p r o d u c t / m a r k e t s i t u a t i o n s )
I n i t i a t i n g a p r i c e c h a n g e R e s p o n d i n g t o p r i c e c h a n g e L e a s i n g
www.a2zmba.com By Prof. Havaldar
c o m
p e t i t o r 's
(i)Pricing objectives, (ii) customer analysis, (iii) cost analysis, (iv) competitive analysis, (v) Govt. policies.
1. Pricing Objectives Are derived from corporate and marketing objectives. Some of the pricing objectives are survival, maximum short term profits, maximum short term sales, maximum sales growth, product www.a2zmba.com By Prof. Havaldar quality leadership, etc.
IM/11-7/ 29
2. Customer (Demand) analysis It includes demand analysis & cost Benefit analysis (i) Demand analysis. Using experimental research, it measures relationship between price and demand (or sales volume). It sums up how sensitive customers are to the price changes. The formula is: % c h a n g e i n q u a n
= % C h a n g e in p
If PED is > 1, demand is elastic, & customers are price sensitive If PED is < 1, demand is inelastic, customers are less sensitive to prices.
www.a2zmba.com By Prof. Havaldar
(ii) Cost Benefit Analysis Necessary to know target customers perceptions of benefits (or value) and costs. Benefits are categorized into hard (or tangible) benefits like quality, production rate, performance, etc. and soft (or intangible) benefits like customer service, company reputation, warranty period, etc. Cost includes price, duties and taxes, freight, installation, maintenance.
IM/11-8/ 29
3.Cost Analysis.
on the price range. Hence, for pricing decisions, the marketer must know the various types of costs like fixed, variable, total, direct, etc. for a product / service. Costs vary based on production capacity (i.e. www.a2zmba.com By Prof. accumulated experience economies of scale), andHavaldar
C o s t p e r U n i t
c o n o m
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IM/11-9/ 29
S c a l e
Q
C o s t p e r U n i t
u a n t i t y
r o d u c e d
p e r
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x p L e C v . C = 1
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IM/11-10/ 29 E vi s e nu s Ae f nu al lt yo s c i os n 1 , P 2 , P 3 ) , a n d i t s
S & C
a l e s o s t s
S S S T F S a l e s V o l u m
a l e s a l e s a l e s o t a l i x e d e
R R R C C
e v e v e v o s t o s
4. Analyzing Competition Many marketers have competitive level Pricing as a pricing objective. Marketers should get Competitors prices, discounts, costs, product quality, service, etc for cost/benefit analysis, pricing and positioning strategy. Competitors information can be obtained from various sources. 5. Government Regulation/Policies Govt. regulations are necessary to ensure fair play and to protect consumers and small scale suppliers. Price-fixing / price cartels, price discrimination (e.g. different discounts to distributors/dealers), and predatory pricing www.a2zmba.com By Prof. Havaldar
IM/11-11/ 29
IM/11-12/ 29
PRICING STRATEGIES
Pricing strategies vary as per product-market situations such as (i) Competitive bidding in competitive markets, (ii) New product pricing, (iii) Pricing across product life-cycle.
(i)Competitive Bidding
purchasing is done through competitive bidding, using either closed (or sealed) bidding or open (or negotiated) bidding Havaldar www.a2zmba.com By Prof. method.
IM/11-13/ 29
Govt. buyer, sealed bids are invited through newspaper tender notices. Sealed bids are opened in presences of suppliers and orders are placed on the lowest price bidder(s). In open bidding, after receiving bids (quotations), the buyer negotiates technical and commercial parts with suppliers, and then places orders. This method is often followed by commercial enterprises in private sector .
www.a2zmba.com By Prof. Havaldar
IM/11-14/ 29
Strategy / Model Used for Competitive Bidding One of the often used strategies is Probabilistic Bidding, which makes two assumptions : (i) Pricing objective is profit maximizations, (ii) Lowest price bidder will get the order. Equation used : E (A) = P (A) x T(A), where A=Bid price, E(A) = Expected profit at bid price A, P(A) = Probability of winning (or getting order ) at the bid price A, T(A) = profit, if bid price A is accepted.
Rs.60 corers tender from Dept. of Telecomm. (DOT) for underground cable jointing kits. The company ghosted Rs.400/per kit (expected maximum profit). Tender opening revealed, it was L4.L1 was Rs. 330/-, L2=350, L3=Rs 380/- The company www.a2zmba.com By Prof. Havaldar estimates of B and P(A) were incorrect.
IM/11-16/ 29
Skimming Strategy is appropriate for a new product that is distinct, hightech, or capital intensive, and purchased by a market segment that is not sensitive to the initial high price. The advantage is faster recovery of investment by generating larger profits. The disadvantage is that it attracts competitorsProf. Havaldar high profits. www.a2zmba.com By due to
IM/11-17/ 29 Penetration strategy is appropriate when (i) buyers are highly price sensitive, (ii) strong threat exists from potential competitors (due to low entry barrier). The selling firms objective is to achieve long term profits through high market share. The firm can also achieve cost leadership thru economies of scale and experience curve, which gives competitive advantage.
IM/11-18/ 29 (c)Maturity stage. The firm may cut the prices to match aggressive competitors prices by giving volume discounts, absorbing freight costs, or more credit. If industrial customers do cost - benefit analysis, a selling firm may increase prices or not make any change in prices due to its superior product quality. (d)Decline stage. Pricing strategy varies depending on conditions. (i) If buyers perceptions about the firms quality of product / service is good, then the price need not be lowered, but costs should be reduced to earn profits, (ii) if the quality of product / service is equal of lower than competitors, a firm may cut prices, to increase sales volume above break even volume, (iii) if some competitors have withdrawn, a firm may selectivelywww.a2zmba.com By Prof. Havaldar less price increase prices to
IM/11-19/ 29
change the price, it must anticipate reactions from customers and competitors. The firm must study major competitors objectives, financial situations, production capacity utilizations, sales, costs, and profits. It must also understand competitors mindset, by studying their business philosophy (or concepts), culture, beliefs and past behaviors. Based on above analysis the firm should predict competitors response. The firm must also understand that customers generally prefer small price increases several times, rather than one sharp increase. Of course, customers would generally welcome www.a2zmba.com By Prof. Havaldar price cuts.
A marketer should respond after answering the following questions. (i) Why the competitor has changed the price? (ii) Is the price change temporary or permanent? (iii)What will happen to the companys sales and profits, if it does not respond. (iv)What would be the reactions of other competitors. The responses can be in several ways: (a) maintain price and value (benefits), (b) match competitors price, (c) develop and launch low-price product item, (d) maintain www.a2zmba.com By Prof. Havaldar
PRICING POLICIES
IM/11-21/ 29
Purpose. A firm evolves pricing policies to adjust basic prices (or price list) for different types of customers (like OEMs, users, and dealers) who buy various quantities and are located at different locations. The price list is adjusted with different types of discounts and allowances. Price list is a statement of basic prices of a product, having various sizes/specifications. Net price = price list (or list-price) less discount (or allowances). Business buyers are more interested in net price Types of discounts : Trade, quantity (or volume), and cash. Trade discounts. It is offered to traders or intermediaries (dealers / distributors / stockiest ) www.a2zmba.com By and sufficient (as per and it should be equalProf. Havaldar
IM/11-22/ 29 Volume / Quantity discounts. Here, the objective is to encourage customers to buy larger quantities, which would reduce the costs of selling, inventory carrying and transportation. The quantity (or volume) discounts are given either on single orders over a period, usually one year (cumulative basis). S Forz example, e a Y c e h a r l y i e o f T % t a Ql u o P u r c h a s o er o P r u d r e c r h a s e D i s c o
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Above discounts are applicable for all types of customers OEMs, users, and dealers / distributors.
www.a2zmba.com By Prof. Havaldar
IM/11-23/ 29
Cash Discounts. The objective is to get prompt payments. If a credit customer pays the bill before dispatch or within 7-days of dispatch, the customer is given cash discount on the gross amount of bill. The extent of cash discount depends on the bank rate of interest. Give cash discounts thru credit notes and the cheques, instead of including it in the bills.
Geographical Pricing
It includes decisions on how to price the companys products to customers located in different geographic areas. There are two alternatives : www.a2zmba.com By Prof. Havaldar
IM/11-24/ 29 (i)Ex Factory Pricing. It means prices quoted are based on the prices at the factory gate, i.e. freight ( transportation costs) and transit insurance costs are to the customers accounts. Hence, the landed price (or costs) to customers vary depending on their geographic locations. (ii)F.O.R. Destination Pricing. Here, the quoted prices include freight costs. Transit insurance is a small amount to be covered by the customers open insurance policy. Hence, all customers get the product almost at the same price, despite different geographic locations. Marketer adds the average freight cost to the basic prices and then prepares the price list, or absorbs the freight cost, if competition demands. Havaldar www.a2zmba.com By Prof.
IM/11-25/ 29
ROLE OF LEASING.
Business buyers have options of either leasing or buying capital items like machinery. The advantagesfor the lessee (asset user) are : (i) conserving capital, (ii) gaining tax advantages, (iii) getting the latest products. The lessor (asset owner) often earns good income from buying firms who can not afford outright purchase. A lease is a contract (or an agreement) by which the asset owner (lessor) gives the right to use the asset to another party (lessee) in return for payment, over a specified period.
www.a2zmba.com By Prof. Havaldar
IM/11-26/ 29
Types of Leases : (i) Financial (or full payment) leases, and (ii) operating (service or rental) leases Financial leases. These are full payment, non - cancellable, long - term contracts and fully amortised (sum of lease payments purchase price of capital item)
>
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Operating Leases are service/rental leases, that are cancellable, short-term contracts or agreements, and are not fully amortised. The rates are higher than those of financial leases, because risk of obsolescence are of the lessor Pricing Strategy It is based on the firms marketing and pricing objectives. Three possible alternatives are : (i) Decide lease rate to favor leasing (ii) Decide lease rate to favor outright purchase (iii)Achieve balance between lease rate & sale rate. Some business marketing firms have representativesProf. Havaldar www.a2zmba.com By for giving financial
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SUMMARY OF CHAPTER 11
In business marketing, price has a
special meaning. For value buyers, value based pricing is appropriate. Factors that influence pricing decisions (or price determinants) are: (i) pricing objectives, (ii) customer analysis, (iii) competition analysis, (iv) cost analysis (v) government regulations/policies Pricing strategies for different productmarket situations are: (a) competitive bidding in competitive markets, (b) www.a2zmba.com By Prof. Havaldar new product pricing (c) pricing across
IM/11-29/ 29
to competitors price changes are also parts of pricing strategies Pricing policies include adjustment of basic prices (or price list) with different types of discounts like volume, trade, and cash, as well as geographical pricing. Leasing or buying options are available to business buyers for capital items like machinery. Financial and operating are two types of leases. Pricing strategies are made either to favour leasing or outright purchase, or balancewww.a2zmba.com By Prof. Havaldar and buying . between leasing
CHAPTER 12
IM/12-1/19
STRATEGIC PLANNING, IMPLEMENTING, AND CONTROLLING IN INDUSRIAL MARKETING Learning Objectives Understand the characteristics of market oriented organization. Know the role of marketing in strategic planning Examine the strategic planning process at business unit level. Understand preparation implementation and control of industrial (or business ) www.a2zmba.com By Prof. Havaldar
IM/12-2/19
i e r a r c h
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t r a t e g
g t h e r i e r a r c h
B e f o r e u n s h a l l f i r s t
O
d e r s t a n d i n e x a m i n e h
r g a n i s a t i o On a r l g a n i s a t i o S n t ar la t e g y h L e v e l s S t r u c t u r e ( T y p e o f M C D o r p o r a t e C o r p o r a t e f f i c e i v i s i o n B u s i n e s s ( S t r a t e g i M a n a g e m F u n D
i v i s i o n a l u s i n e s s U S B / S B U I u n c t i o P n a l r o d
/ n i t U S
B I I
I I I
u M c ta i r o k n F e it ni n a g n
c t i o n S t r a t e g y ( O p e r a t i o cM e a n a g e m
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The earlier figure shows hierarchy of strategies and organization structure of a large company. Strategic management gives a direction to the firm and focuses on developing strategies to achieve long term objectives & goals A Strategic business unit (SBU)consists of an independent business or related business that has its own competitors and specific markets. In some large companies there are (product ) divisions and each division has a divisional plan. Each SBU is headed by a manager who is responsible for strategic planning and performance of the SBU. www.a2zmba.com By Prof. Havaldar Operational Management maintains
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T D i v i s i o S n t a r l a t/ e g a i B u s i n eM s s a r k e t s i a U n i t l e v e l p
o n c t r n d o a a g v s g
c a l y t e a n i t i
r r y s i s , g y , t a g o n i
u t c f o r d i n c l u e , s e n g s t
u s t o m e v e l o d i n g g m e n r a t e g i
e p
c o t i n e s
T o M a r k e t i n c t iM o n a a n l a g e p m l r e
d e v e l o p s h o r t - t e a n a n d s t r a t e g y , c o e n t s o u r c e a l l o c a t i o n .
IM/12-6/19
STRATEGIC PLANNING PROCESS AT CORPORATE LEVEL The major steps involved are 1.Deciding corporate mission and objectives. 2.Establishing strategic business units ( SBUs.) 3.Allocation of resources to SBUs. 4.Developing corporate strategies.
ALLOCATION OF RESOURCES TO SBUs. Two widely used models /tools are : www.a2zmba.com By Prof. Havaldar (i) Boston Consulting group (BCG)
M a rk e t G ro w th R a te
5 3
C a s h C o w
6 8
D o g s
S lo w
1
L a r g e
2
S m
7
a l l
e l a t i v e
a r k
e t
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g t h
S
H i g h
e l e c t i v E a r n i n g
e d i u m
L o w
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Market share, product quality, unit costs, R&D performance, brand reputation, share growth. Major Market Attractiveness factors : Overall market size, annual market growth rate, historic profit margin, competitive intensity, technological requirements.
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between future (5 years) desired sales and the projected sales (of all SBUs ) of a company.
D e s i r e d S a l e s
A S a le s B C
P r o je c t e d
S P
t r a t e g i l a n n i n g
le
i m
( Y
e a r5 s )
IM/12-11/19 The strategic planning gap can be filled by three alternative strategies : (A) Diversification growth, (B) Integrative growth, (C) Intensive growth (C) Intensive Growth Strategy. Corporate management should first review existing business, using Ansoffs productC u r r e n t P u market expansion grid, shownr N o de w c : tP s r o hereafter
C M N M
r r eM n ta r k e t P Pe nr o e dt r u a c t it o d n e v a r k S e t tr s a t e g y S t r a t e g y e ( v D e l i ov pe m s ie f n i c t a r S t r a t e g y )
a r k e t d e w M a r kS e t r t as t e g y
IM/12-12/19
( B) Integrative Growth Strategy includes increase in a firms sales and profits by integrating backward, forward, or horizontally within that industry. (A) Diversification growth strategy is considered when (B) & (C) strategies are inadequate to achieve desired growth and also good opportunities are found outside the present businesses.
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STRATEGIC PLANNING PROCESS AT BUSINESS UNIT LEVEL The following steps are followed by the business unit head. 1.Defining the business units mission. 2.Scanning the external environment (O.T. Analysis) 3.Analyzing the internal environment (S.W. Analysis) 4.Developing objectives and goals. 5.Formulating strategies (See hereafter) 6.Preparing programme or action plan. 7.Implementing strategies and action plan. www.a2zmba.com By Prof. Havaldar
IM/12-14/19
L I n w P d i d u e s t r y D i f f e r e n l y F o
c o
O v e r a l l c t il ae ta i do en r s h i c u s
a r t i c u l a r s e g m e n t o n
IM/12-15/19
The head of marketing prepares the marketing plan (short-term up to one year) after going through Marketing Planning Process, which includes the following steps : (i)Analyzing marketing opportunities. (ii)Segmenting and selecting target market segments. (iii)Developing marketing strategies. (iv)Implementing and controlling the marketing plan. The head of marketing now prepares www.a2zmba.com By Prof. Havaldar the writhen document, called marketing
IM/12-16/19
1.Situational analysis. Market, competitive, product, and macro environmental analysis. 2.SWOT and Issues analysis 3.Marketing Objectives and goals 4.Marketing Strategy. Selection of target market segments, positioning, marketing mix, customer service and marketing research. 5.Action plans / Tactics 6.Marketing Budget 7.Implementation and control. Building marketing organization and control process. www.a2zmba.com By Prof. 8. Contingency plan. Havaldar
IM/12-17/19
It is a process that turns marketing plans into action plans and ensures that the tasks or activities of action plan are executed in as manner that achieves the marketing objectives and goals. For this the necessary organization structure and people are selected. Marketing resource management (MRM) software will help marketers to improve their decisions, and also in implementation and controls. Control Process includes (a) setting goals, (b) measuring actual performance, (c) comparing goals and actual performance, (d) analyzing causes of deviations, if any (e) taking corrective actions, if needed. Typeswww.a2zmba.com By Prof.:Havaldar of controls (i) Strategic control ,
IM/12-18/19
SUMMARY OF CHAPTER 12
Marketing orientation is achieved by firms
by managing shared values, organization structure, policies and cultures, strategic planning, needs and expectations of stakeholders. Before understanding the role of marketing in strategic planning, it is necessary to examine hierarchy of strategies. Major role of marketing is at business unit and functional levels, and less at corporate level. Strategic planning process at corporate level includes corporate mission & objectives, establishing and allocation of www.a2zmba.com By Prof. Havaldar
IM/12-19/19
includes mission, SWOT analysis, objectives and goals, strategies, action plan, implementation and control. The marketing head should go through marketing planning process, before preparing the marketing plan. Implementation and control of marketing plan are important for achievement of marketing objectives and goals.