global marketing management global product decisions b2b n.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
Global Marketing Management Global Product Decisions B2B PowerPoint Presentation
Download Presentation
Global Marketing Management Global Product Decisions B2B

Loading in 2 Seconds...

play fullscreen
1 / 28

Global Marketing Management Global Product Decisions B2B - PowerPoint PPT Presentation


  • 174 Views
  • Uploaded on

Global Marketing Management Global Product Decisions B2B. MKTG 3231-001 Fall 2013 Mrs. Tamara L. Cohen. Class # 20. Global Product Decisions B2B. Reading for this class: Course Pack #8. B2B is ‘big time’.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'Global Marketing Management Global Product Decisions B2B' - rodney


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
global marketing management global product decisions b2b

Global Marketing ManagementGlobal Product DecisionsB2B

MKTG 3231-001

Fall 2013

Mrs. Tamara L. Cohen

Class # 20

global product decisions b2b
Global Product DecisionsB2B

Reading for this class: Course Pack #8

b2b is big time
B2B is ‘big time’

The US government is the biggest single purchaser of products & services in the country, spending > $300 billion annually.

B2B accounts for > half business activity in developed countries¹

More marketing majors begin their careers in B2B than in consumer marketing.

slide4

KEY TERMS

B 2 B :

Business Business

  • Industrial products
  • Derived demand
  • ISO 9000 certification
  • Relationship marketing
  • Content marketing
slide5

KEY CONCEPTS

B 2 B :

Business Business

  • Effect of technology on demand
  • Trade shows & relationship marketing
demand is different in global b2b markets
DEMAND is different in Global B2B Markets
  • Demand in industrial markets is more volatile.
  • Stages of industrial & economic development affect demand for industrial products.
  • Level of technology of products & services make sales more appropriate in some countries than others.
1 volatility of industrial demand
1. VOLATILITY of Industrial Demand
  • Cyclical swings in demand increased
    • professional buyers tend to act ‘in concert’
    • derived demand accelerates changes in markets
  • Minor changes in consumer demand mean major changes in related industrial demand

e.g. Boeing

      • worldwide demand for travel services related to demand for new airplanes
      • commercial aircraft industry one of most volatile
2 degree of industrialization
2.Degree of INDUSTRIALIZATION

5-stage model of economic development:

  • Traditional society- most important B2B demand associated with extraction of natural resources; e.g. many countries in Africa & Middle East
  • Preconditions for takeoff- manufacturing is starting. Primary needs typically related to infrastructure development, like construction, telecommunications, power generation equipment; e.g. Vietnam
  • Takeoff- manufacturing of consumer goods has begun. B2B needs focus on equipment & supplies to support manufacturing; e.g. Russian & Eastern European countries
  • Drive to maturity- industrialized economies. Focus on low-cost manufacturing of various consumer goods & some industrial goods; need all categories of B2B goods & services; e.g. Korea; Czech Republic
  • Age of mass consumption- mostly service economies. High-tech products & services sought mostly from other stage 5 suppliers + consumer products from stage 3 & 4 countries; e.g. Germany; Japan
slide10

Traditional society

  • Preconditions for takeoff
  • Takeoff
  • Drive to maturity
  • Age of mass consumption
3 technology market demand
3.TECHNOLOGY & Market Demand
  • Trends spurring demand for technologically advanced products
    • expanding economic & industrial growth in Asia
    • disintegration of Soviet empire
    • privatization of government-owned industries worldwide
  • Companies with competitive edge will be those whose products are:
    • technologically advanced
    • highest quality
    • accompanied by world-class service
b2b promotional activity
B2B Promotional Activity
  • Internet/Electronic Media
  • Trade Shows/Events
  • Print Advertising
  • Promotion/Market Support
  • Publicity/Public Relations
  • Dealer/Distributor Materials
  • Market Research
  • Telemarketing
  • Directories

Interactive marketing is the future for B2B marketing

slide14

Content Marketing

“Content marketing (custom media) is the creation and distribution of educational and/or compelling content in multiple formats to attract and/or retain customers.”

e.g. white papers

case studies

videos

articles

trade shows crucial part of b2b marketing
Trade Shows:Crucial Part of B2B Marketing
  • Trade shows
    • manufacturer can exhibit & demonstrate products to potential users
    • manufacturers can view competitors’ products
    • opportunity to create sales & establish relationships with agents, distributors, franchisees & suppliers
  • Online trade shows
    • useful in difficult economic / political circumstances
    • poor substitute for live trade shows
  • Secondary marketing methods

- print advertising, catalogs, web sites, direct mail

  • Total annual media budget on trade events:

Europeans 22% Americans 5%

relationship marketing in b2b contexts
Relationship Marketing in B2B Contexts
  • Not a matter of selling right product 1st time
    • instead sell continuously changed product to keep it right over time
  • Objective of relationship marketing
    • make relationship an important attribute of transaction + differentiate from competitors
  • Use Internet to facilitate relationship building and maintenance
quality is defined by the buyer
Quality is Defined by the Buyer
  • lack of universal standards
  • country-specific standards
  • metric system
  • ISO 9000 Certification = International Standard of Quality

ISO 9001 certification of a fish wholesaler in

Tsukiji

global project team
Global Project Team
  • Customer – initiate inquiry
  • Sales engineer – initial customer contact
  • Application engineer – find best product match
  • Engineering & control systems – design
  • Project manager – manage project & liaise
  • Manufacturing technicians – produce, assemble, test
  • Customer services – installation & start-up
  • Suppliers – provide materials & components
  • Service engineer – after-sales service & maintenance
support services
Support Services
  • Deliveries
  • Warranty
  • Spare parts
  • Repair and maintenance
  • Installation
  • Instructions
  • Other related services
marketing consumer services globally
Marketing Consumer Services Globally
  • Consumer services characteristics
    • intangibility
    • inseparability
    • heterogeneity
    • perishability
  • Service can be marketed
    • as industrial (B B)
    • as consumer service (B C)
business services
Business Services
  • For many industrial products, revenues from associates services > revenues from products
    • cell phones
    • printers
  • Leasing capital equipment
  • Services not associated with products
    • Boeing at-sea-satellite-launch services
    • Ukrainian cargo company rents space on giant jets
    • professional services (advertising, banking, healthcare, etc.)
after sale services
After-Sale Services
  • Installation
  • Training
  • Spare and replacement parts
    • delivery time
    • cost of parts
  • Service personnel
  • Almost always more profitable than actual sale of machinery / product
  • Crucial in building strong customer loyalty
services opportunities in global markets
Services Opportunities in Global Markets
  • Tourism – int’l tourism largest US services export
  • Transportation
  • Financial services
  • Education – 2007: >600,000 foreign students, tuition $11 billion
  • Communications – phone services
  • Entertainment – sporting events sold all over the world
  • Information – Internet, etc.
  • Health care – foreigners come here; US facilities abroad too
next class global product decisions b2c preparation read course pack 9
Next class: Global Product Decisions B2C

Preparation: Read Course Pack #9