Personal selling in b2b marketing ppt

Pandemics Impact On Small Business's

Many small businesses are suffering because of the pandemic and its impact on consumer behavior. Think of what is happening to the small businesses in your community, especially restaurants, gyms, hair and nail salons and bars/clubs.

Write a two-three page paper describing what you see in your community (Bergenfield New Jersey or Bergen County). Describe three businesses that are suffering. For each business - Describe a marketing campaign that would build/strengthen the company's relationship with its customers. Will the business survive?

2-3 pages that uses language from chapter 13.

Chapter 13

Marketing: Helping Buyers Buy

©McGraw-Hill Education. All rights reserved. Authorized only for instructor use in the classroom. No reproduction or further distribution permitted without the prior written consent of McGraw-Hill Education.

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Learning Objectives

LO 13-1 Define marketing, and apply the marketing concept to both for-profit and nonprofit organizations.

LO 13-2 Describe the four Ps of marketing.

LO 13-3 Summarize the marketing research process.

LO 13-4 Show how marketers use environmental scanning to learn about the changing marketing environment.

LO 13-5 Explain how marketers apply the tools of market segmentation, relationship marketing, and the study of consumer behavior.

LO 13-6 Compare the business-to-business market and the consumer market.

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What Is Marketing? 1 of 7

LO 13-1

Marketing — The activity, set of institutions and processes for creating, communicating, delivering, and exchanging offerings with value for customers, clients, partners, and society at large.

Marketing today involves helping the buyer buy through:

Websites that help buyers find the best price, identify product features, and question sellers.

Blogs and social networking sites that cultivate consumer relationships.

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What Is Marketing? 2 of 7

LO 13-1

The Evolution of Marketing

Four eras:

Production Era

Selling Era

Marketing Concept Era

Customer Relationship Era

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Figure 13.1 Marketing Eras

LO 13-1

Jump to long description in appendix

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What Is Marketing? 3 of 7

LO 13-1

The Evolution of Marketing continued

The Production Era

The general philosophy was “Produce as much as you can, because there is a limitless market for it.”

The Selling Era

Most companies emphasized selling and advertising in an effort to persuade consumers to buy existing products.

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What Is Marketing? 4 of 7

LO 13-1

The Evolution of Marketing continued

The Marketing Concept Era

After WWII, a consumer spending boom developed.

Businesses knew they needed to be responsive to consumers if they wanted their business.

Marketing concept — A three-part business philosophy.

Customer orientation

Service orientation

Profit orientation

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What Is Marketing? 5 of 7

LO 13-1

The Evolution of Marketing continued

The Customer Relationship Era

Customer relationship management (CRM) — Learning as much as possible about customers and doing everything you can to satisfy or exceed their expectations.

Organizations seek to stimulate long-term customer loyalty.

Social networks, online communities, and blogs are used in relationship building.

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What Is Marketing? 6 of 7

LO 13-1

The Evolution of Marketing continued

The Emerging Mobile/On-Demand Marketing Era

As digital technology continues to grow, consumer demands are expected to rise in:

Now: Consumers want to interact anywhere, anytime.

Can I?: They want to use information in new ways that create value for them.

For me: Consumers expect personalized experiences.

Simple: Consumers expect all interactions to be easy.

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What Is Marketing? 7 of 7

LO 13-1

Nonprofit Organizations and Marketing

Nonprofit marketing tactics include:

Fundraising

Obtaining resources

Promotion of ecologically safe technologies

Attracting new members

Creation of awareness for social issues

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The Marketing Mix 1 of 4

LO 13-2

Marketing mix — The ingredients that go into a marketing program; also known as the four Ps.

Product

Price

Place

Promotion

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Figure 13.2 Marketing Managers and the Marketing Mix

LO 13-2

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The Marketing Mix 2 of 4

LO 13-2

Designing a Product to Meet Consumer Needs

Product — Any physical good, service, or idea that satisfies a want or need plus anything that would enhance the product in the eyes of consumers.

Test marketing — Testing products among potential users.

Brand name — A word, letter, or group of words or letters that differentiates one seller’s goods and services from those of competitors.

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The Marketing Mix 3 of 4

LO 13-2

Setting an Appropriate Price

Pricing products depends on many factors:

Competitors’ prices

Production costs

Distribution

Promotion

Getting the Product to the Right Place

Intermediaries are important because getting a product to consumers when and where they want is critical.

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The Marketing Mix 4 of 4

LO 13-2

Developing an Effective Promotional Strategy

Promotion — All the techniques sellers use to inform people about and motivate them to buy their products or services.

Promotion includes:

Advertising

Personal selling

Public relations

Publicity

Word of mouth

Sales promotions

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Providing Marketers with Information 1 of 6

LO 13-3

Marketing research — The analysis of markets to determine opportunities and challenges, and to find the information needed to make good decisions.

Research is used to identify products consumers have used in the past and what they want in the future.

Research uncovers business trends, the ecological impact of decisions, global trends, and more.

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Providing Marketers with Information 2 of 6

LO 13-3

The Marketing Research Process

Defining the problem or opportunity and determining the present situation.

Collecting research data.

Analyzing the data.

Choosing the best solution and implementing it.

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Providing Marketers with Information 3 of 6

LO 13-3

The Marketing Research Process continued

Defining the Question and Determining the Present Situation

What’s the present situation?

What are the problems or opportunities?

What are the alternatives?

What information is needed?

How should the information be gathered?

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Providing Marketers with Information 4 of 6

LO 13-3

The Marketing Research Process continued

Collecting Data

Secondary data — Information that has already been compiled by others and published in journals and books or made available online.

Secondary data incurs no expense and is usually easily accessible.

Secondary data doesn’t always provide all the needed information for marketers.

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Providing Marketers with Information 5 of 6

LO 13-3

The Marketing Research Process continued

Collecting Data continued

Primary data — Data that you gather yourself (not from secondary sources).

Telephone, online and mail surveys, personal interviews, and focus groups are ways to collect primary data.

Focus group — A small group of people who meet under the direction of a discussion leader to communicate opinions.

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Providing Marketers with Information 6 of 6

LO 13-3

The Marketing Research Process continued

Analyzing the Research Data

Marketers must turn data into useful information through careful, honest interpretation.

Choosing the Best Solution and Implementing It

Marketers use their analysis to plan strategies and make recommendations.

Finally, marketers must evaluate their actions and determine if further research is needed.

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The Marketing Environment

LO 13-4

Environmental scanning — The process of identifying factors that can affect marketing success.

Influences involved in the environmental scan include:

Global factors

Technological factors

Sociocultural factors

Competitive factors

Economic factors

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Figure 13.5 The Marketing Environment

LO 13-4

Jump to long description in appendix

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Two Different Markets: Consumer and Business-to-Business (B2B)

LO 13-4

Consumer market — All the individuals or households that want goods and services for personal consumption or use.

Business-to-business (B2B) market — All the individuals and organizations that want goods and services to use in producing other goods and services or to sell, rent, or supply goods to others.

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The Consumer Market 1 of 5

LO 13-5

The size and diversity of the consumer market forces marketers to decide which groups they want to serve.

Market segmentation — Dividing the total market into groups whose members have similar characteristics.

Target marketing — Marketing directed toward those groups an organization decides it can serve profitably.

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The Consumer Market 2 of 5

LO 13-5

Segmenting the Consumer Market

Geographic segmentation — Dividing the market by cities, counties, states, or regions.

Demographic segmentation — Dividing the market by age, income, and education level.

Psychographic segmentation — Dividing the market using the group’s values, attitudes, and interests.

Benefit segmentation — Dividing the market by determining which benefits of the product to talk about.

Volume or usage segmentation — Dividing the market usage (volume of use).

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The Consumer Market 3 of 5

LO 13-5

Reaching Smaller Market Segments

Niche marketing — Finding small but profitable market segments and designing or finding products for them.

One-to-one marketing — Developing a unique mix of goods and services for each individual consumer.

Building Marketing Relationships

Mass marketing — Developing products and promotions to please large groups of people.

Relationship marketing — Keeping individual customers over time by offering them products that exactly meet their requirements.

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The Consumer Market 4 of 5

LO 13-5

The Consumer Decision-Making Process

Problem recognition

Information search

Evaluate alternatives

Purchase decision

Postpurchase evaluation

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The Consumer Market 5 of 5

LO 13-5

The Consumer Decision-Making Process continued

Factors that affect consumer behavior:

Learning

Reference group

Culture

Subculture

Cognitive dissonance

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The Business-to-Business Market

LO 13-6

B2B marketers include:

Manufacturers

Retailers

Hospitals, schools, and nonprofits

Government

Products are often sold and resold several times before reaching final consumers.

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Figure 13.7 Comparing Business-to-Business and Consumer Buying Behavior

LO 13-6

Jump to long description in appendix

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Your Prospects in Marketing

LO 13-6

There is a wider variety of careers in marketing than in most business disciplines.

Retail store manager

Marketing research

Product management

Selling

Advertising

Sales promotion

Public relations

Web design

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Appendix of Long Image Descriptions

©McGraw-Hill Education. All rights reserved. Authorized only for instructor use in the classroom. No reproduction or further distribution permitted without the prior written consent of McGraw-Hill Education.

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Appendix 1 Figure 13.1 Marketing Eras

Production is through approximately 1930.

Selling is from 1920 to approximately 1970.

Marketing concept is from approximately 1950 to 1995.

Customer relationship is from approximately 1990 and beyond.

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©McGraw-Hill Education.

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Appendix 2 Figure 13.5 The Marketing Environment

The consumer is the center of the circle, surrounded by another circle divided into four, equal sections: product, price, place, and promotion. The five factors of the marketing environment comprise the outermost circle are:

Competitive includes speed, service, price, and selection

Economic includes GDP, disposable income, competition, and unemployment

Global includes trade agreements, competition, trends, opportunities, and Internet

Technological includes computers, telecommunications, bar codes, data interchange, and Internet changes

Sociocultural includes population shifts, values, attitudes, and trends

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©McGraw-Hill Education.

©McGraw-Hill Education.

Appendix 3 Figure 13.7 Comparing Business-to-Business and Consumer Buying Behavior

Market structure characteristics of the business-to-business market:

Relatively few potential customers

Larger purchases

Geographically concentrated

Market structure characteristics of the consumer market:

Many potential customers

Smaller purchases

Geographically dispersed

Product characteristics of the business-to-business market:

Require technical, complex products

Frequently require customization

Frequently require technical advice, delivery, and after-sale service

Buyers are trained

Product characteristics of the consumer market:

Require less technical products

Sometimes require customization

Sometimes require technical advice, delivery, and after-sale service

No special training

Buying procedure characteristics of the business-to-business market:

Negotiate details of most purchases

Follow objective standards

Formal process involving specific employees

Closer relationships between marketers and buyers

Often buy from multiple sources

Buying procedure characteristics of the consumer market:

Accept standard terms for most purchases

Use personal judgement

Informal process involving household members

Impersonal relationships between marketers and consumers

Rarely buy from multiple sources

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