Upload
ashishppere
View
15
Download
0
Tags:
Embed Size (px)
DESCRIPTION
mms 3 rd sem b2b ppt's
Citation preview
B2B Marketing & CRM
S. S. Ranjan
B2B Marketing & CRMSubject Code : 3.1.8
Total Marks : 100
External : 60 Marks
Internal : 40 Marks
Inclusion & Considerations
Attendance : Not less than 75%
Class Test : Better 2 out of 3
Presentation : In groups on course subject
Case Study : Presentation
Discipline : Sincerity & Obedience
Participation : Effective
Course Content1. Introduction to industrial marketing difference between industrial and
consumer marketing.
2. Industrial Marketing Environment; Types of Customers; Types of Buying Situations ; Segmentation.
3. Derived Demand Concepts; Industrial Buyer Behaviour; Industrial market Research
4. Industrial Advertising & Promotions; Branding of Industrial, High Technology & Commodities.
5. B2B Product Decisions; New Product Development
6. Industrial Pricing Decision
7. Role of After Sales Services in Industrial Marketing
8. Industrial Distribution
9. B2B Selling and sales management; Key account management; concepts, Negotiated selling, Bidding for contracts; Selling to government customers
10. Concept & Context of CRM : CRM as an integral business strategy.
11. Customer Loyalty Program: A brief discussion from technology point of view
12. Customer Knowledge : The individualized customer preposition
13. The Relationship Policy : Relationship Data Management
Introduction to B2B Marketing It is sometimes also known as Industrial / Business
Organizational / Producer’s Marketing Industrial goods are in general not the final products. It refers marketing of products and services to the
business organizations. It includes,
♦ Manufacturing Companies
♦ Government Undertakings
♦ Private / Public Sector Organization
♦ Educational Institutions
♦ Hospitals
♦ Commercial Intermediaries
Need of B2B Marketing► To produce other goods and services
► To use of components for other purpose
► To reduce the production cost
► To limit the market size
► To establish business association
► To concentrate on client satisfaction
► To avoid the oligopolistic competition
► To guard against financial instability and risk
► To work in cohesion with partners
► To develop a dependent ancillary
Features of B2B Marketing► It is the largest market at all► One customer with huge purchasing capabilities► It serves from local to international level► Customers are generally organizations.► It serves for a longer period of time► Credit period is comparatively longer► Credit is more variable in amount► It facilitates the production process► Limited players remains in the market ► Customer relations are key to success ► It also includes technical advice to manufacturer ► It is mostly in direct interest of the customers ► It fosters joint demand
Functions of B2B Marketing
► It is the largest market at all
► To identify and decide the target market
► To dig out need and wants of the target market
► To create value for the buying organization
► To offer customized product or services
► To develop marketing program involving partner
► To support customer with technical support
► To help in identification of focus group & market
► To offer other related services to customers
► To develop mutual faith between the partners
Classification / Areas / Applications of B2B Marketing
► Materials and Parts ♦ It includes raw materials, manufactured materials, OEMs, components and parts ♦ This is considered under manufacturing cost ► Capital Items ♦ It comprise of installation, heavy equipments, accessories, light equipments, plant, building ♦ This is considered under fixed asset and operating cost ► Supplies and Services ♦ It comprise of items which has cross functional utilities like stationary, courier etc. ♦ This is considered under operating cost
Characteristics of B2B Marketing►Geographically concentrated.►Relatively few customers generally organization►Distribution channels are short & more supportive ►Buyer are well informed & aware of their purchase►Buyers are well organized and offers support ►Buyers have sophisticated purchase techniques►Purchasing decisions are based on observations►Sometimes it becomes difficult to separate and
identify the marketing and the corporate strategy►It involves large scale of individual purchase ►It consists of derived and fluctual demand ►Leasing is most preferred phenomenon at beginning ►It involves Reciprocal buying (Tyre and A/C for car) ►Sharing of risk is very common among partners
Buying Motives in Industrial Marketing ► To reduce the manufacturing cost
► To make product competitive in the market
► Regular supply of materials
► Durability and stability of the material
► Modernization of plant to increase efficiency
► Insured and protected products against risk
► To supplement with the technical support
► To share risk among the associated partners
► Extent of dependency on each other
► Speculation of price rise
► Government initiatives
Difference between Industrial and Consumer Marketing
PARAMETERS INDUSTRIAL MARKETING CONSUMER MARKETING
Market Characteristics Geographically Concentrated
Geographically Disbursed
Customer Size Relatively Fewer Buyer Mass Market
Product Specification Technically Complex Products
Standard Products
Product Specification Technically Complex Products
Standard Products
Product Variant Tailor Made Products Customized Products
Service Prompt and Competent Service Required
Somewhat Important
Buyer Behaviour Involvement of various functional Areas in both Buyer and the Suppliers
Firm
Merely involvement of Family Members or The
Peer Groups
Purchase Decision Based on Rational and Requirement
Based on Social / Culture / Psychological
Needs
Difference between Industrial and Consumer Marketing
PARAMETERS INDUSTRIAL MARKETING CONSUMER MARKETING
Technical Competence Needs Technical Advice Less or generally not required
Interpersonal Relationship Stable Generally Non Personal
Distribution Channel More Direct Channel Generally indirect Channel of Distribution
Market Intermediaries Fewer Middleman and Intermediaries
Multiple Layers of Intermediaries
Market Promotion Personal Selling Emphasis on Advertising
Pricing Strategy Competitive Bidding, Tender or Negotiation
Based on MRP or List Price
Mass Promotion Trade or Technical Journals
Always on Mass Media
Direct Mail Most Suitable Not Viable Always
Loyalty Program Mostly ERP rarely CRM Mostly CRM & Rarely ERP
Commissioned Agents Often Hired Sometimes Needed