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Chapter Overview
• Business Markets/ Customers• Types of Business Markets• Business Buying Centers• Factors to choose Business Buying
Centers• Business Sales• Business to Business Buying
Process
Business to BusinessBuyer Behavior3
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• How did Intel reach the point “Best”?
• What are the obstacles faced by Intel to target market?
• Who are the target customers of Intel?
• Identify the needs of the Intel Customers?
Intel Bunnies
3
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What Is Business Marketing?
The marketing of goods and
services to individuals and
organizations for purposes
other than personal
consumption.
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T A B L E 4 . 1Business Customers
Major Categories of Business Customers
Producers/ Manufacturers
Resellers
Governments
Institutions
OEMs
WholesalersRetailers
FederalMunicipalLocal
Schools Hospitals CollegesChurches Unions Fraternal groupsCivic Clubs FoundationsNonbusiness organizations
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Business MarketingBusiness Marketing
InstitutionsInstitutionsResellersResellers
Wholesalers
Retailers
ProducersProducers
OEMs
GovernmentsGovernments
Federal
State
Municipal
County
Unions
CivicClubs
Other
Churches
Foundations
Nonprofits
Major Categories of Business Customers
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OriginalEquipment
Manufacturers
OriginalEquipment
Manufacturers
Producers
OEMs.
Individuals and organizations
that buy business goods and
incorporate them into the
products that they produce for
eventual sale to other producers
or to consumers.
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Business versus Consumer Markets
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Buying CenterBuying Center
Buying Centers
All those persons in an
organization who become
involved in the purchase
decision.
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Users are those that will use the product or service
Influencers help define specifications and provide information for evaluating alternatives
Buyers have formal authority to select the supplier and arrange terms of purchase
Deciders have formal or informal power to select and approve final suppliers
Gatekeepers control the flow of information
Five Roles in Buying Center
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Emotions also play a role in business buying. Volvo stresses that the trucks’ benefits will make “drivers a lot more possessive”.
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Factors affecting Business Buying Centers
1. Organizational factors
2. Individual factors
3. Cultural
4. Social
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New BuyNew BuyA situation requiring the purchase of a product for the first time.
A situation requiring the purchase of a product for the first time.
ModifiedRebuy
ModifiedRebuy
A situation where the purchaser wants some change in the original good or service.
A situation where the purchaser wants some change in the original good or service.
StraightRebuy
StraightRebuy
A situation in which the purchaser reorders the same goods or services without looking for new information or investigating other suppliers.
A situation in which the purchaser reorders the same goods or services without looking for new information or investigating other suppliers.
Business Sales
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Business to BusinessBuying Process
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Eight Stages:– Stage 1: Problem
Recognition– Stage 2: General
Need Description– Stage 3: Product
Specification • Value analysis
helps to reduce costs
Business Buying Process
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Eight Stages:– Stage 4:
Supplier Search• Supplier
development
Business Buying Process
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Eight Stages:– Stage 5: Proposal
Solicitation
Business Buying Process
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Eight Stages:– Stage 6: Supplier Selection– Stage 7: Order-Routine Specification
• Blanket contracts are often used for maintenance, repair and operating items.
– Stage 8: Performance Review
Business Buying Process
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• Choose a brand name for your product.• What image do you want to project?• Create a brand logo.• Choose a positioning strategy.
Building Your IMC Campaign
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