Bài giảng Giới thiệu Marketing Công nghiệp

29/08/2012 1 Chương 1 Giới thiệu Marketing Công nghiệp www.dinhtienminh.net Th.S Đinh Tiên Minh Trường ĐHKT TPHCM Khoa Thương Mại – Du Lịch – Marketing Th.S Đinh Tiên Minh Mục tiêu 2 Hiểu rõ thị trường công nghiệp và Marketing công nghiệp là gì. Phân biệt được những điểm khác nhau giữa B2B và B2C. Hiểu được những loại hình nhu cầu của thị trường công nghiệp. 29/08/2012 2 Th.S Đinh Tiên Minh Nội dung 1.1 Khái niệm thị trường công nghiệp 1.2 Khái niệm Marketing công nghiệp 1.3 Nhu cầu thị trường công nghiệp 3 Th.S Đinh Tiên Minh4 1.1. Khái niệm thị trường công nghiệp Thị trường công nghiệp là gì?  Tất cả các tổ chức mua hàng hóa và dịch vụ để sử dụng cho việc tạo ra hàng hoá và dịch vụ của chính họ. Krishna K Havaldar (2010), Business Marketing, McGraw Hill, 3rd edition, p1. 29/08/2012 3 Th.S Đinh Tiên Minh5 1.1. Concepts of Business Market (cont’) Business organizations include:  Commercial market.  Trade industries.  Government.  Public and private institutions. Th.S Đinh Tiên Minh6 Characteristics of Industrial Market:  Geographic market concentration  Sizes and number of buyers  The purchase decision process  Buyer-seller relationships  Evaluating international business markets 1.1. Concepts of Business Market (cont’) 29/08/2012 4 Th.S Đinh Tiên Minh7 Customer value in Business Markets:  The economic, technical, service and social benefits received by a customer firm in exchange for the price paid for the product or service offering. Anderson and Narus, Business Market Management, Pearson Education, 2nd edition, p5-9.  A ratio between what the customer gets (functional and emotional benefits) and what he gives (monetary, time, energy cost). Philip Kotler, Marketing Management, Prentice Hall India, 11th edition, p11-12. 1.1. Concepts of Business Market (cont’) Th.S Đinh Tiên Minh8 What is Business Marketing? 1.2. Concepts of Business Marketing R S.T.P MM I C 29/08/2012 5 Th.S Đinh Tiên Minh9 What is Business Marketing? (cont’)  Organizational sales and purchases of goods and services to support production of other products, to facilitate daily company operations, or for resale.  Companies also buy services, such as legal, accounting, office-cleaning, and other services. Lau Geok Theng (2007), Business Marketing – An Asian Perspective, McGraw Hill, p3. 1.2. Concepts of Business Marketing (cont’) Differences between B2B & B2C Marketing: Th.S Đinh Tiên Minh10 1.2. Concepts of Business Marketing (cont’) 29/08/2012 6 Differences between B2B & B2C Marketing: Th.S Đinh Tiên Minh11 Krishna K Havaldar (2010), Business Marketing, McGraw Hill, 3rd edition, p5. 1.2. Concepts of Business Marketing (cont’) Differences between B2B & B2C distribution channels: Th.S Đinh Tiên Minh12 Krishna K Havaldar (2010), Business Marketing, McGraw Hill, 3rd edition, p7. 1.2. Concepts of Business Marketing (cont’) 29/08/2012 7 Differences between B2B & B2C distribution channels (cont’): Th.S Đinh Tiên Minh13 Krishna K Havaldar (2010), Business Marketing, McGraw Hill, 3rd edition, p7. 1.2. Concepts of Business Marketing (cont’) Th.S Đinh Tiên Minh14 1.3. Demands of Business Market Krishna K Havaldar (2010), Business Marketing, McGraw Hill, 3rd edition, p9. The demand for industrial products and services does not exist by itself, but it may be: 29/08/2012 8 Th.S Đinh Tiên Minh15 Derived demand  Example: Demand for computer microprocessor chips is derived from demand for personal computers. 1.3. Demands of Business Market (cont’) Th.S Đinh Tiên Minh16 Volatile demand  Example: Demand for gasoline pumps may be reduced if demand for gasoline slows. 1.3. Demands of Business Market (cont’) 29/08/2012 9 Th.S Đinh Tiên Minh17 Joint demand  Example: If lumber supply falls, then decrease in construction will affect concrete market. 1.3. Demands of Business Market (cont’) Th.S Đinh Tiên Minh18 Inelastic demand  Example: Construction firms will not necessarily buy more lumber if prices fall unless overall housing demand also increases. 1.3. Demands of Business Market (cont’) 29/08/2012 10 Th.S Đinh Tiên Minh19 Inventory adjustments  Just-In-Time (JIT) inventory policies boost efficiency by cutting inventory and requiring vendors to deliver inputs as they are needed.  Inventory adjustments are also vital to wholesalers and retailers. 1.3. Demands of Business Market (cont’) www.dinhtienminh.net