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Bài giảng Marketing công nghiệp: Chapter 1 - Ph.D. Đinh Tiến Minh

Bài giảng "Marketing công nghiệp - Chapter 1: Introduction to Business marketing" cung cấp cho người học các kiến thức: Concepts of business market, concepts of business marketing, demands of business market, conceptual questions, homework | 1/2/2017 Chapter 1 Introduction to Business Marketing www.dinhtienminh.net DINH Tien Minh (Ph.D.) University of Economics HCMC Objectives Understand Business Market and Business Marketing. Distinct the differences between B2B and B2C. Know the different kinds of demand in Business Market. 2 Content 1.1 Concepts of Business Market 1.2 Concepts of Business Marketing 1.3 Demands of Business Market 1.4 Conceptual Questions 1.5 Homework 3 1 1/2/2017 1.1. Concepts of Business Market What is Business Market? All of the organisations who buy goods and/or services for producing their own goods and/or services. Krishna K Havaldar (2010), Business Marketing, McGraw Hill, 3rd edition, p1. 4 1.1. Concepts of Business Market (cont’) Business organizations include: Commercial market: the Firms that acquire products to support, directly or indirectly, production of other goods and services. This is the largest segment of the business market. Trade industries: Retailers or wholesalers that purchase products for resale to others. 5 1.1. Concepts of Business Market (cont’) Business organizations include (cont’): Government: all domestic levels (federal, state, local) and foreign governments. Public and private institutions: such as hospitals, churches, colleges and universities, and museums. 6 2 1/2/2017 1.1. Concepts of Business Market (cont’) Characteristics of Industrial Market: Geographic market concentration • Business market is more concentrated than consumer market and becomes less geographically concentrated as Internet technology improves. Sizes and number of buyers • Business market has smaller number of buyers than consumer market. • Many buyers are large organizations, such as Boeing, which buys jet engines. 7 1.1. Concepts of Business Market (cont’) Characteristics of Industrial Market (cont’): The purchase decision process • Sellers must navigate organizational buying processes that often involve multiple decision .