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
(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
