Chapter 06 MKT120 B2B MKT
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Transcript of Chapter 06 MKT120 B2B MKT
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© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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6-2© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
LEARNING OBJECTIVES
Learning Objectives
How do B2B firms segment their markets? How does B2B buying differ from consumer
buying behavior? What factors influence the B2B buying
process? How has the Internet changed B2B
marketing?
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B2B Marketing
Who is the end user?
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B2B Markets
U.S. Census Website
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Manufacturers or Producers
Gear Expo News Clip
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Resellers
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How is this B2B ad similar to B2C
ads?
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In what kind of publication might this appear?
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Institutions
Schools, Museums and
Religious Organizations
Schools, Museums and
Religious Organizations
London Museum News Clip
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Government
US Government spends $2.1 trillion procuring goods
State and local governments also make significant purchases
Firms specialize in selling to government
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Adding Value: Paris Runways
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B2B Buying Process
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Stage 1: Need Recognition
Can be generated internally or externally
Sources for recognizing new needs: Suppliers Salespeople Competitors
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Stage 2: Product Specifications
Used by Suppliers to develop proposals
Can be done collaboratively with suppliers
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Federal Business Opportunities Website
Stage 3: RFP Process (Request for Proposal)
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Step 4: Proposal Analysis, Vendor Negotiation and Selection
Often several vendors are negotiating against each other
Considerations other than price play a role in final selection
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Step 5: Order Specification
Firm places the order
The exact details of the purchase are specified
All terms are detailed including payment
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Step 6: Vendor Analysis
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Factors Affecting the Buying Process
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The Buying Center
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Organizational Culture
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Buying Situations
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New Buy
• Purchasing for the first time
• Likely to be quite involved
• The buying center will probably use all six steps in the buying process
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Modified Rebuy
Purchasing a similar product but changing specifications
Current vendors have an advantage
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Straight Rebuys
Buying additional units or products that have been previously purchased
Most B2B purchases fall into this category
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Power of the InternetPutting Volkswagen Together
Realigned purchasing Introduced iPAD
(internal purchasing agent desk)
Cut time per order from 60 to 20 minutes
Online connection to suppliers
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Role of the Internet in Business-to-Business Marketing
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How is this ad B2B and B2C?
How is this ad B2B and B2C?
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1. Identify the various types of B2B markets.
2. What are NAICS codes and how are they used?
Check Yourself
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Check Yourself
1. Identify the stages in the B2B buying process.
2. How do you do a vendor analysis?
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Check Yourself
1. What factors affect the B2B buying process?
2. What are the six different buying roles?
3. What is the difference between new buy, rebuy, and modified rebuy?
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Glossary
Business-to-business (B2B) marketing refers to the process of buying and selling goods or services to be used in the production of other goods and services, for consumption by the buying organization, and/or for resale by wholesalers and retailers.
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Glossary
Buying center participants are people responsible for the buying decisions.
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Glossary
A private exchange occurs when a specific firm (either buyer or seller) invites others to participate in online information exchanges and transactions.
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Glossary
The request for proposals (RFP) is a process through which buying organizations invite alternative suppliers to bid on supplying their required components.
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Glossary
Resellers are marketing intermediaries that resell manufactured products without significantly altering their form.
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