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s9 - PGDM - b2b MKTG

This document provides an agenda and overview of topics for a marketing management class. It includes revisiting concepts like outcome-based and behavior-based control systems. It also discusses business-to-business marketing, distinguishing it from business-to-consumer marketing. Key topics covered are the significance of B2B marketing, characteristics of business markets, differentiating B2B and B2C marketing strategies, decision making units for organizational purchases, and frameworks for understanding business buying processes. Customer value propositions for B2B markets are also summarized, including three main types.

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Sri
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36 views16 pages

s9 - PGDM - b2b MKTG

This document provides an agenda and overview of topics for a marketing management class. It includes revisiting concepts like outcome-based and behavior-based control systems. It also discusses business-to-business marketing, distinguishing it from business-to-consumer marketing. Key topics covered are the significance of B2B marketing, characteristics of business markets, differentiating B2B and B2C marketing strategies, decision making units for organizational purchases, and frameworks for understanding business buying processes. Customer value propositions for B2B markets are also summarized, including three main types.

Uploaded by

Sri
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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You are on page 1/ 16

Marketing Management

BasantP
• https://www.youtube.com/watch?v=caZWZ2iz3mI
• Revisit
• Business to Business [B2B] Marketing
• Customer Value Propositions in Business
Agenda Markets
• Chapter 17 of the textbook
Revisit

• Outcome-based control systems [OBCS] & Behaviour-based control systems


[BBCS]
• Advantages & limitations

• Sales career cycle


• Exploratory, established, maintenance, disengagement
• At which stage did you leave your firm before joining XLRI?
B2b marketing [Group exercise]

• Buying edible oil / Air-conditioner / car for


• B2c [household; Self consumption]
• B2b [firm]
B2B marketing

• What is B2B marketing?


• Define, examples

• Significance of B2B marketing


• Global B2B eCommerce market valuing US$12.2 trillion in 2019
……….6 times that of the B2C market [https://www.statista.com/study/44442/statista-
report-b2b-e-commerce/]

6
B2B marketing

• Industrial marketing → B2B marketing → Organizational marketing

• Awareness→ interest→ evaluation→ trial→ adoption

7
B2B marketing

• Characteristics if business markets?

• Differentiate B2C marketing & B2B marketing w.r.t marketing-mix


elements

• B2B:
• Product types
• Customer types

8
B2B marketing

• 3 types of value propositions


• All benefits, favorable PoD, resonating focus

• https://www.youtube.com/watch?v=QnXB4u3W3Y8

• https://www.youtube.com/watch?v=xPpIz0oekb4

9
B2C Vs. B2B Marketing

B2C B2B
# of buyers
Purchase initiation
Criteria
Info. Search
Range of suppliers
Size
Frequency
Decision making
Risk level
Time perspective Isolated events Ongoing relationships
B2B Marketing

• Decision Making Unit [DMU]


• Initiator, user, influencer, decider, approver, buyer, gatekeeper & external
members
Buygrid f/work [Pg. 517]

Buy phases New task Modified rebuy Straight rebuy

Problem identification

General need description

Product specification

Supplier search

Proposal solicitation

Supplier selection

Order process

Perf. review
B2B Marketing

• Key account management [KAM] development stages Pg. 528


Article “Customer Value Propositions in Business Markets”

• Help customers believe in the value of your offerings [goods,


services, people, place…..]

• 3 types of value propositions?


• Pros & cons?

• PoP, PoD, PoContention?

14
Article “Customer Value Propositions in Business Markets”

• Transforming a weak value proposition?

• Sonoco’s CVP?

• Quaker Chemical’s CVP?

15
Next [12/10/2022]

• Quiz 2
• Services Marketing
• Chapter 16 of the textbook

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