Institutional Business & Supply Chain Marketing
Lecture 1: kick-off
B2B markets
B2B definition:
B2B markets have in common that they deliver their products directly to other private
companies, governmental agencies, or public organizations.
Supply chains are different between goods and services.
See model of Shochack (in slides).
Derived demand: make products to sell to others
Installed based: buy and sell. Do nothing on the products.
Integrate: Buy install sell
Modify and resell: Add value. Don’t recognize the product anymore.
Capital items: machines.
Internal consumption: use for their operations. Vb. Buy energy or catering.
Value chains: combinations of companies that produce, distribute, and eventually deliver
products to the end user.
Article of Hunt 2006
3 types of competition
1. Traditional view of competition
2. Hierarchical competition
a. ‘We must buy the other companies to compete’
3. Strategic network competition
a. Let’s make networks to be competitive
Article of Cannon and Perreault 1999
Determinants dimensions effects
Every relationship is different.
Three types of business relationships (Day, 2000)
1. Transactional exchanges
2. Value-adding exchanges
3. Collaborative exchanges
10 characteristics of B2B relationships
1. The 20/80 rule
a. 20% of the businesses make 80% of the revenue.
2. Power in the value chain
3. Growing interdependencies
, a. Companies getting depended on eachother.
4. Intensive relationships
a. Multi layer relationships
Add model from the slides.
Customer (buying unit)
- Deciders
- Gatekeepers
- Buyers
- Influencers
- Users
Supplier (selling unit)
- Deciders
- Sellers
- Producers
- Contacts
5. Multiple source supplier ship
6. Digitalization
7. Ambidexterity
a. ‘Walk on 2 legs’.
8. From acquisition to retention
9. From volume and market share to profitability
10. Commoditization in markets
a. Products are usually the same. So, customers say would I buy from you.
Because of good price!
‘The commodity trap’
Price vs quality of good/service. See model!
Doyle 2000
See stairs model.
Als het product gelijk is en je bent niet goedkoper, add value. Goed over nadenken.
Increase added value total solution. Swapfiets (X bedrag en we doen alles voor jullie).
Value
Organizing superior value for customer that is profitable.
Add definition of creating demand through customer value marketing.
The evolution of customer focus: add model.
N=1 every customer is different.
, Delivering demand
Lecture 1: kick-off
B2B markets
B2B definition:
B2B markets have in common that they deliver their products directly to other private
companies, governmental agencies, or public organizations.
Supply chains are different between goods and services.
See model of Shochack (in slides).
Derived demand: make products to sell to others
Installed based: buy and sell. Do nothing on the products.
Integrate: Buy install sell
Modify and resell: Add value. Don’t recognize the product anymore.
Capital items: machines.
Internal consumption: use for their operations. Vb. Buy energy or catering.
Value chains: combinations of companies that produce, distribute, and eventually deliver
products to the end user.
Article of Hunt 2006
3 types of competition
1. Traditional view of competition
2. Hierarchical competition
a. ‘We must buy the other companies to compete’
3. Strategic network competition
a. Let’s make networks to be competitive
Article of Cannon and Perreault 1999
Determinants dimensions effects
Every relationship is different.
Three types of business relationships (Day, 2000)
1. Transactional exchanges
2. Value-adding exchanges
3. Collaborative exchanges
10 characteristics of B2B relationships
1. The 20/80 rule
a. 20% of the businesses make 80% of the revenue.
2. Power in the value chain
3. Growing interdependencies
, a. Companies getting depended on eachother.
4. Intensive relationships
a. Multi layer relationships
Add model from the slides.
Customer (buying unit)
- Deciders
- Gatekeepers
- Buyers
- Influencers
- Users
Supplier (selling unit)
- Deciders
- Sellers
- Producers
- Contacts
5. Multiple source supplier ship
6. Digitalization
7. Ambidexterity
a. ‘Walk on 2 legs’.
8. From acquisition to retention
9. From volume and market share to profitability
10. Commoditization in markets
a. Products are usually the same. So, customers say would I buy from you.
Because of good price!
‘The commodity trap’
Price vs quality of good/service. See model!
Doyle 2000
See stairs model.
Als het product gelijk is en je bent niet goedkoper, add value. Goed over nadenken.
Increase added value total solution. Swapfiets (X bedrag en we doen alles voor jullie).
Value
Organizing superior value for customer that is profitable.
Add definition of creating demand through customer value marketing.
The evolution of customer focus: add model.
N=1 every customer is different.
, Delivering demand
