Chapter 2 - The character of business marketing. In this chapter we will discuss: Cessna aircraft company turnaround strategy, business to business: what determines a successful relationship? business to business: the types of relationships, JIT relationships, going for high performance relationships, requirements for high performance relationships,. | 2- Copyright ©The McGraw-Hill Companies, Inc. Permission required for reproduction or display 2- Chapter 2 The Character of Business Marketing 2-McGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved 2- CESSNA AIRCRAFT COMPANY TURNAROUND STRATEGY INTEGRATED THREE CRITICAL PROCESSES: NEW PRODUCT DEVELOPMENT STRATEGIC SOURCING SUSTAINING PRODUCTION 2-McGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved 2- SUPPLY CHAIN MANAGEMENT SCM INVOLVES . . . INFORMATION SHARING JOINT PLANNING COORDINATION OF EFFORTS TO ELIMINATE WASTE BE INNOVATIVE IMPROVE QUALITY PROVIDE FLEXIBILITY 2-McGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved 2- BUSINESS TO BUSINESS: WHAT DETERMINES A SUCCESSFUL RELATIONSHIP? THE SELLER’S MOTIVATION TO RELATE THE BUYER’S MOTIVATION TO RELATE IF THEY AREN’T EQUALLY MOTIVATED IT | 2- Copyright ©The McGraw-Hill Companies, Inc. Permission required for reproduction or display 2- Chapter 2 The Character of Business Marketing 2-McGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved 2- CESSNA AIRCRAFT COMPANY TURNAROUND STRATEGY INTEGRATED THREE CRITICAL PROCESSES: NEW PRODUCT DEVELOPMENT STRATEGIC SOURCING SUSTAINING PRODUCTION 2-McGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved 2- SUPPLY CHAIN MANAGEMENT SCM INVOLVES . . . INFORMATION SHARING JOINT PLANNING COORDINATION OF EFFORTS TO ELIMINATE WASTE BE INNOVATIVE IMPROVE QUALITY PROVIDE FLEXIBILITY 2-McGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved 2- BUSINESS TO BUSINESS: WHAT DETERMINES A SUCCESSFUL RELATIONSHIP? THE SELLER’S MOTIVATION TO RELATE THE BUYER’S MOTIVATION TO RELATE IF THEY AREN’T EQUALLY MOTIVATED IT WON’T BE AN EQUAL RELATIONSHIP MOTIVATION ! 2-McGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved 2- BUSINESS TO BUSINESS: THE TYPES OF RELATIONSHIPS BUYER’S MOTIVATION TO RELATE IS WHEN SELLER’S MOTIVATION TO RELATE IS LOW HIGH LOW SELLER’S ADVANTAGE RESULTS IN STRATEGIC PARTNERSHIPS TRANSACTIONAL RELATIONSHIPS RESULTS IN BUYER’S ADVANTAGE HIGH 2-McGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved 2- High Low Seller’s motivation to relate Buyer’s motivation to relate High Low Seller’s market Seller-maintained relation Joint relationship maintenance Buyer-maintained relation Buyer’s Market Discrete exchange (spot contracts) No exchange EXHIBIT 2-2 THE REALM OF RELATIONSHIPS 2-McGraw-Hill/Irwin Business Marketing, 4/e Copyright © 2009 The McGraw-Hill Companies, Inc. All rights reserved 2- STRATEGIC PARTNERSHIPS OCCUR WHEN BOTH PARTIES HAVE MUTUALLY .
