Marknadsföring II

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• Relationsmarknad BtB marknad där man värderar relationer högt
• IMP-School En skolbildning där de flesta organisationer är beroende av resurser som andra har kontroll över och för att få tillgång till dessa måste man interagera med dessa aktörer
• Företagsmarknadsföring IMP-School Detta leder till Företagsmarknadsföring kan ses som ”a process of investments in market positions at the micro- and macro level”
• Decision Making Unit Initierare, Gatekeepers, Köpare, Beslutsfattare, Användare, Påverkare
• Olika slags köp 1. New Buy 2. Straight Rebuy 3. Modified Rebuy.
• Köprocessen 1. Problemidentifikation 2. Formulering av behov 3. Produktspecifiering 4. Sökning efter leverantörer 5. Anbudsprocess 6. Utvärdering av anbud och val av leverantörer 7. Formaliserade av köpet 8. Utvärdering
• Traditionell marketing mix approach Relationsperspektiv och Nätverksperspektiv
• Benchmarking It is the process of identifying best practices in organizations
• Important questions Where is the market? Local or global market opportunity?
• Management issues in relation to market. 1. Need to understand market conditions 2. Technology and substitutes 3. Market size and growth/decline 4. Competition/market segment 5. Driving forces in the market
• Evaluation market opportunities, market research is at the heath of any effective marketing program. 1. To find the best costumers 2. Understand buying decisions in organizations 3. To find sales potential 4. To understand what competitors are offering 5. To reduce uncertainty in decision
• The marketing research process 1. Determine information requirements (type of decision) 2. Research design 3. Develop primary data (internal/external) 4. Analyse data 5. Present findings 6. Quality of data and research method
• Market conditions influences Size, concentration, competition, infrastructure
• Primary data methods Survey, Observation, Experimentation
• Estimation sales potential in a market Costumer survey if possible, Sales force survey, Distributor survey, Delphi approach, Time-series analysis, Test marketing
• Segmentering Segment market, find segments with common characteristics
• Targeting Choose segments to focus on
• Marketing mix Devise marketing mix for each segment
• Market dilemmas Focusing only on existing market, Ignore new markets, Miss signals about emerging new markets, Miss signals about new opportunities
• Business sector 1. Commercial enterprises 2. Institutions 3. Governments
• Classification of customers OEM - original equipment manufacturer, End user, Aftermarket (MRO) - maintenance, repair and overhaul companies
• Makro segmentations Geographic, Customer type, Customer size, Product use
• Micro segmentation Purchasing criteria, Purchasing strategy, Importance, Personal characteristics
• Re-segmentation Need for re-segmentation is frequent, changes in competition, technological advances, economic downturns and upswings, and consolidation of an industry make re-segmentation very important

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