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Marketing & sales bckground- session 1


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Marketing & sales bckground- session 1

  1. 1. Market structure & Buying behavior
  2. 2. Agenda of session <ul><li>B2B, B2C and C2C </li></ul><ul><li>Organizational buying behavior </li></ul><ul><li>Buyer seller partnership </li></ul><ul><li>Organizational buying process </li></ul><ul><li>Who does buy in the organization? </li></ul><ul><li>E-Learning market structure </li></ul><ul><li>E-learning market segmentation </li></ul>
  3. 3. B2B versus consumer B2B Consumer Demand Organizational Individual Volume Larger Smaller Customers No Fewer Many Distribution More direct More indirect Nature of buy More professional More personal Negotiations Complex Simple Leasing Greater Lesser Promotion Personal Advertising
  4. 4. Organizational Buying Criteria <ul><li>Price. </li></ul><ul><li>Ability to meet the quality specifications required for the item. </li></ul><ul><li>Ability to meet required delivery schedules. </li></ul><ul><li>Technical capability. </li></ul><ul><li>Warranties and claim policies in the event of poor performance. </li></ul><ul><li>Past performance on previous contracts. </li></ul><ul><li>Production facilities and capacity. </li></ul>
  5. 5. Forms of buying behaviors <ul><li>Product marketing </li></ul><ul><li>Reverse marketing: </li></ul><ul><ul><li>Transforming and communicating buying criteria into specific requirements </li></ul></ul><ul><ul><li>Building relationships that shape suppliers to fit a buyer's needs and those of its customers </li></ul></ul><ul><li>Customization </li></ul><ul><li>Mass customization </li></ul>
  6. 6. Buyer seller partnership Accountable Proactive Partnership Few customers/ distributors Reactive Accountable Proactive Medium customers/ distributors Basic or reactive Reactive Accountable Many customers/ distributors Low margin Medium margin High margin
  7. 7. Organizational buying process Problem recognition Information search Post purchase decision Evaluate alternatives Purchase decision The campus want to improve its academic performance and income without investing much money Internet, fairs, magazines, colleges, friends….etc For features, quality, price, terms, commitment…etc Negotiate terms and prices Future purchases, drop supplier, suggest …etc
  8. 8. Who does buy in the organization? User Gatekeeper Decider Initiator Buyer Influencer Buying center
  9. 9. Buying status New buy Straight re-buy Modified re-buy
  10. 10. E-Learning market structure Content Tools Mentoring Know how
  11. 11. E-Learning market structure Content VCR Mentoring Know how CMS CA Assessment bldg. tools LMS
  12. 12. E-learning market segmentation
  13. 13. Assignment <ul><li>Describe the market structure targeted by Blackboard company according to what you learned in today </li></ul>
  14. 14. Thanks