tailieunhanh - Marketing management Chapter 7

CHAPTER 7 ANALYZING BUSINESS MARKETS. Business organizations do not only sell; they also buy vast quantities of raw materials, manufactured components, plant and equipment, supplies, and business services. There are over 13 million buying organizations in the United States alone. To create and capture value, sellers need to understand these organizations' needs, resources, policies, and buying procedures. | IN THIS CHAPTER WE WILL ADDRESS THE FOLLOWING QUESTIONS 1. What is the business market and how does it differ from the consumer market 2. What buying situations do organizational buyers face 3. Who participates in the business-to-business buying process 4. How do business buyers make their decisions 5. How can companies build strong relationships with business customers 6. How do in stftuti nal buyers and government agencies do their buying AJiAK il wurctMiu MMiihtliinij big. Imil .iiwii e lug vfirSiuirii vmh SAI- M. iliiEiPfi Mr J -in J nitii .i c . SiiliïlHhir Ln hl .Irih - dial llh And tlwi re buill ill mJ. ilirt imMÙ jeim Ihrlp siui ilicy n-iïl gj a villi yiui. t iuE iiâvn -i ill üfil S-VI rST kun Ai 4 l ig ÜJk JA vV-ii. CHAPTER 7 ANALYZING BUSINESS MARKETS Business organizations do not only sell they also buy vast quantities of raw materials manufactured components plant and equipment supplies and business services- There are over 13 million buying organizations in the United States alone. To create and capture value sellers need to understand these organizations needs resources policies and buying procedures. G riicfii ÿiujiwdrti company jmf ri business market by specializing German software company SAP has become a leading seller to the business market by specializing in software to automate business --------- functions such as finance and factory management. It owns over half the market. SAP s leadership strategy is to focus carefully on what customers want and show them how SAP s software applications can improve profits raise revenue or reduce costs. Partly through acquisitions SAP offers IT customers one-stop shopping to standardize business Same of the world s most valuable brands belong to business marketers AGB Caterpillar DuPont FedEx GE Hewlett-Packard IBM Intel and Siemens. Much of basic marketing also applies to business marketers. They need to embrace holistic marketing principles such as building strong