Professional Documents
Culture Documents
Place
The
Product Marketing Price
Mix
Promotion
2
Marketing Mix: Product
3
Marketing Mix: Price
Price…
•is the mutually agreed-upon
amount that satisfies both
sides in an exchange. Price is the
•often varies from fixed price, measure of value
with more special discounts exchanged and is
and allowances (in determined by the
market (not by
comparison to consumer costs).
markets).
•may involve things other than
a one-time price payment
(such as commissions). 4
Marketing Mix: Place
• Business markets
– All organizations that purchase goods and
services to use in the creation of their own
goods and services.
• Business marketing
– The process of matching and combining
the capabilities of the supplier with the
desired outcomes of the customer to
create value for the “customer’s customer.”
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The
Marketing 1. Be contextually
Concept market sensitive
Business demand is
derived from
consumer demand.
Trees are demanded to make wood pulp
…because wood pulp is demanded to make paper
…because paper is demanded to produce books
…because the consumer demands books!
Price elasticity:
•It is the change in the quantity
demanded relative to the change in
price.
•When the price changes by X% and
demand changes by less than X%,
demand is described as inelastic.
Quantity Discounts
Outsourcing 13
Value Chain
The Value Chain
•The chain of activities that creates
something of value for targeted customers.
Direct activities
The value chain contribute directly
to the offering.
contains both
direct and
support Support activities
activities. makes it possible to
perform the direct
activities.
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The Value Chain and Offering
Perceives
Infrastructure
Human resources Offering:
Procurement
Technology &
technology development Product
Support activities
Service Target
Added value
Direct activities Image Customers
Availability
Quantity
Evaluated Price
Creates
15
Implications of the Value Chain
• The organization must understand its
prospective customers, what customers
perceive as valuable, and how prospects
might be persuaded to change their minds.
• Not all customers are alike. Customers can
be segmented on the basis of what they seek
and can afford.
• Direct and support activities are equally
important.
• The value chain extends from the customer
back thorough distribution channels,
manufacturers, suppliers and raw materials
suppliers. 16
Trends and Changes in Business Marketing