1. Chapter 7: Analyzing Business Markets
Roseller O Quin
Marketing Management
Ateneo de Manila Graduate School of
Business
Rockwell, Makati

2. Chapter 7: Analyzing Business Markets
 The Buying Center
 Stages in the Buying Process
 Methods for Researching Customer
Value
 Establishing Corporate Trust and
Credibility
 Trust Dimensions
 Categories of Buyer-Seller
Relationships
Outline

3. The Buying Center
Initiators
Users
Influencers
Deciders
Approvers
Buyers
Gate-
keeper
s
Concept 1

4. Examples on Concept 1
The Buying Center
Initiators
Users
Influencers
Deciders
Approvers
Buyers
Gate-
keeper
s

5. Problem
Recognition
Need/
Product
Description
Supplier
Search/
Proposal
Solicitation/
Selection
Order-
Routine
Specification
Performance
Review
Stages in
the
Buying
Process
Concept 2

6. Safe and
Pesticides-
Free Food
Organic
Food
Farm
History/
Organic
Producers
Organic
Standards/
Certified
Organic
Production
Volume
and
Number of
Producers
Stages in
the
Buying
Process
Examples on Concept 2

7. Internal Engineering
Design
Focus-group
Value Assessment
Field Value-in-Use
Assessment
Conjoint Analysis
Concept 3
Researching
Customer Value

8. Compositional
Approach
Direct Survey
Questionaires
Importance Ratings
Researching
Customer Value
Concept 3

9. Industry Analysis
of Organic Agriculture
Community Supported
Agriculture
On-going Farmers’
Practices
Organic Market and
Production Analysis
Researching
Customer Value
Examples
of
Concept 3

10. Traditional Farming
Practices
Consumer Awareness
Preference
Consumer Ratings
on Organic
Researching
Customer Value
Benchmarks
Examples
of
Concept 3

11. Establishing Corporate Trust
and Credibility
Expertise
LikeabilityTrustworthiness
Trust and
Credibility
Concept 4

12. Examples on Concept 4
Organic Agriculture
Extension Capability
Market Visibility and
Credible Producers
Organic Standards
And Certification
Trust and
Credibility
Establishing Corporate Trust
and Credibility

13. Trust Dimensions
Product/ Service
Quality
Incentive
Partnering
Cooperative
Design
Concept 5

14. Transparency
Supply Chain
Pervasive Advocacy
Product Comparison
Trust Dimensions
Concept 5

15. Trust Dimensions
Product/Service
Quality
Incentive
Partnering
Cooperative
Design
Examples on
Concept 5

16. Trust Dimensions
Examples on
Concept 5
Transparency
Supply Chain
Pervasive
Advocacy
Product Comparison

17. Categories of Relationships
 Basic buying and
selling
 Bare bones
 Contractual
transaction
 Customer supply
Concept 6

18.  Cooperative
systems
 Collaborative
 Mutually
adaptive
 Customer is King
Categories of Relationships
Concept 6

19. Examples on Concept
6
Categories of Relationships
 Basic buying
and selling
 Bare bones
 Contractual
transaction
 Customer
supply

20.  Cooperative
systems
 Collaborative
 Mutually
adaptive
 Customer is
King
Examples on Concept 6
Categories of Relationships

21. “Characteristics of Business
Markets”
 Fewer, larger
buyers
 Close supplier-
customer
relationships
 Professional
purchasing
 Many buying
influences
Show and Tell . . .

22. “Characteristics of Business
Markets”
As Against . . . .
 Multiple sales
calls
 Derived demand
 Inelastic demand
 Fluctuating
demand
 Geographically
concentrated
buyers

25. Waltermart
Waltermart
Rustan’s
Rustan’s
The Market

26. Rustan’s
Shopwise
Landmark
Landmark
T
h
e
M
a
R
K
e
t

27. Summary of Presentation
 The Buying Center
 Stages in the Buying Process
 Methods for Researching Customer Value
 Establishing Corporate Trust and Credibility
 Trust Dimensions
 Categories of Buyer-Seller Relationships
Show and Tell . . .
 Characteristics of the Business Markets
Outline

28. Roseller O Quin
Marketing Management
Ateneo de Manila Graduate School of
Business
Rockwell, Makati
Chapter 7: Analyzing Business Markets