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Summary of lectures in B2B Marketing (without guest lectures)

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Summary of the lectures in B2B Marketing, not including guest lectures

Institution
Rijksuniversiteit Groningen (RuG)
Course
B2B Marketing

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Summary B2B Marketing – Van Doorn (RUG) 24.04.2017


(1) Differences between Business and Consumer Markets
The Supply Chain Hutt & Speh 2007 p. 17




Why B2B Marketing? About 80% of the transaction volume in the Netherlands occurs in a B2B-environment.
B2B vs. B2C markets Differences between B2B and B2C markets




Marketing Management Matrix: Functions and Processes




 Also course structure

(2) Value Creation in Business Markets
What is Value? Anderson, James C.,and James A. Narus (1998)
Value (monetary) expresses the functionality/performance of a market offering in a given customer application.
 Value ≠ price! (but customers compare)
 Value is not always easy to determine!
Higher value (creation): Provide a market offering with which firm A
 serve its own customers at lower costs
 increase production
 etc.
Fundamental Value Equation
VA - PA > VB - PB
V = the benefits minus costs associated with the acquisition/use/disposal or recycling of a supplier’s market offering
P = the net price a customer firm pays for a supplier’s market offering

Basic Value Considerations




1
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Institution
Rijksuniversiteit Groningen (RuG)
Study
Marketing
Course
B2B Marketing

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Uploaded on
June 15, 2017
File latest updated on
June 21, 2017
Number of pages
10
Written in
2016/2017
Type
SUMMARY

Subjects

  • b2b marketing
  • b2b
  • marketing
  • rug
  • groningen
  • van doorn
  • jenny
  • jenny van doorn
  • feb
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