Chapter 9:  BUSINESS MARKETS

 

Sodexho Marriott:  LifeSTYLING – what are they doing?

 

Markets, markets, markets…  What are:

                Business markets:

 

 

                Producer markets:

 

 

                                Table 9.1

 

 

                Reseller markets:

 

 

                Government markets:

               

 

                                Table 9.2

 

                Institutional markets:

 

 

A.  Marketing Dimensions to Business Customers

                1.  What are transactions like?

 

 

                2.  What are Business Customer Attributes?

 

 

3.  Primary Concerns?

 

 

                Digging Deeper (228)

 

 

4.  Methods of Buying

 

 

 

5.  Types of Purchases  (name all three)

 

 

 

6.  Demand (explain the four types highlighted)

 

 

B.  THE DECISION

                1.  The Buying Center – what is this?

 

 

                2.  Stages – explain the steps and how are they different from the consumer buying process?

 

 

 

 

                3.  Influences?

 

 

                                Global Marketing (235)

 

 

C.  Industrial Classification:  Just a brief overview only

1.  Identifying Customers

 

 

 

2.  Estimating Purchasing Potential

 

 

 

Cases:  Oracle & Jo’s Candies