24205 Lecture Notes - Lecture 1: Business Marketing, Supply Chain, Single Source Publishing
Document Summary
B2b marketing: significance of b2b marketing in global economy. Business marketing = selecting & managing customer relationships. Bs market management = understand, create, deliver value to customers. Due to the predominant role that functionality plays in bs markets. There is always a competitive alternative (must consider) Raising price doesn(cid:495)t change value (cid:523)changes incentive to purchase) Bs market management strives to understand & capitalise on segments. Factors affecting perception = effectiveness of after sales support. * must translate features to benefits for present and prospective customers to demonstrate the value provides. Managing bs market processes (e. g. re-engineering customer service) Business process = creating value for customers (e. g. cutting costs) Management process = how decisions get made, sets org. context. Work process = basic building blocks (operational level) Different styles of negotiation timing/formality: relevance of supply/demand chain and value chain concepts for b2b. Less interested in aesthetics, more interested in functionality.
