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Tm hiu th trng cng nghip

www.dinhtienminh.net

Chng 2

Th.S inh Tin Minh Trng HKT TPHCM Khoa Thng Mi Du Lch Marketing

Mc tiu

Hiu khch hng cng nghip l ai. Bit cch phn loi sn phm cng nghip. Nm r nh hng mua hng v cc cch mua hng ca khch hng cng nghip. Hiu cc yu t mi trng nh hng n nhu cu th trng cng nghip.

Th.S inh Tin Minh

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Ni dung 2.1 Phn loi khch hng cng nghip 2.2 Phn loi sn phm cng nghip 2.3 nh hng mua hng ca KHCN

2.4 Cc tnh hung mua hng ca KHCN

2.5 Mi trng ca th trng cng nghip

Th.S inh Tin Minh

2.1. Types of Business Customers

Krishna K Havaldar (2010), Business Marketing, McGraw Hill, 3rd edition, p16.
4 Th.S inh Tin Minh

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2.1. Types of Business Customers (cont)

Krishna K Havaldar (2010), Business Marketing, McGraw Hill, 3rd edition, p16.
5 Th.S inh Tin Minh

2.2. Classification of Industrial Product

Krishna K Havaldar (2010), Business Marketing, McGraw Hill, 3rd edition, p18.
6 Th.S inh Tin Minh

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2.2. Classification of Industrial Product

Krishna K Havaldar (2010), Business Marketing, McGraw Hill, 3rd edition, p18.
7 Th.S inh Tin Minh

2.2. Classification of Industrial Product

Krishna K Havaldar (2010), Business Marketing, McGraw Hill, 3rd edition, p18.
8 Th.S inh Tin Minh

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2.3. Business Customers Purchasing orientation

Purchasing Orientation of Industrial Customers

Krishna K Havaldar (2010), Business Marketing, McGraw Hill, 3rd edition, p21.
9 Th.S inh Tin Minh

2.3. Business Customers Purchasing orientation (cont)

1. Buying orientation:
Lowest Price. Gain Power over the suppliers by using commodification & multisourcing.

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2.3. Business Customers Purchasing orientation (cont)

2. Procurement orientation:
Collaborative relationship with major suppliers. Working closely with other functional areas.

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Th.S inh Tin Minh

2.3. Business Customers Purchasing orientation (cont)

3. Supply Chain Management Orientation:

Deliver Value to End-Users. Outsource Non-core Activities. Support Collaborative relationship with major Suppliers.

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2.4. Purchasing Practices

1. Purchasing in Commercial Enterprises

The purchasing practices depend on the nature of business and the size of the commercial entreprise as well as the volume, variety, and technical complexity of the products purchased. The purchase decisions involve persons from departments such as production, material, finace, engineering...

13

Th.S inh Tin Minh

2.4. Purchasing Practices (cont)

1. Purchasing in Commercial Enterprises

The major tasks in purchasing process are:
Identifying potential suppliers. Negotiating and selecting suppliers. Ensuring right quality and quantity of material at the right time. A long-business relationship with the suppliers.

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2.4. Purchasing Practices (cont)

2. Purchasing in Governement Units

The suppliers must fulfill a set of standard terms and conditions issued by procurement Dept. There are several methods of purchasing:
Closed/ Sealed Bidding. Open Bidding/ Open Tender. Reverse Bidding (Buyers set the highest possible bidding price that they accept). Government contracts (Fixed-price contract, Costreimbursement contract).

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2.4. Purchasing Practices (cont)

3. Institutional Purchasing
Institutional buyers are either the government or the private organisations. Thus, they follow the government purchase procedures or commercial enterprises one.

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2.5. Environmental analysis in B.M

Types of Environment

Krishna K Havaldar (2010), Business Marketing, McGraw Hill, 3rd edition, p28.
17 Th.S inh Tin Minh

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