B2B Buyer BehaviourPresented by Lindsey Fair
the buying centre
consumer buying decision process
B2B buying decision process
definition stage
selection stage
deliver selection stage
end game stage process flow model (PFM)
differentiation
positioning
we have a problem..
B2B market segmentation
clusters of firms that are
distinct from others in terms of
what they need and buy
as well as how they buy.
segments chosen based on..
measurabilityaccessibilitysubstantialityactionability
competitive advantage through..
Attributes Segments
Scores on 5-point scale*
Segment 1: Major
Turnaround
Segment 2: Stopping
Deterioration
Segment 3: Competitive
Improvement
Segment 4: Specific Area Improvement
Potential size year 2010 (in $million)
2$195.0
3$390.0
4$585.0
4$975.0
Growth, percent increase by 2012
4100%
4100%
150%
5150%
Need strength 5 4 3.5 3.5(High variance)
Competitive strength
3 3 4 3(High variance)
Channel reach 5 5 5 5Communications reach
4 4 4 4
Capability fit 2 5 5 2Price sensitivity 2 3 4 3
Overall attractiveness(sum of attribute scores)
27 31 30.5 29.5
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