Business-to-Business Marketing
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This document discusses business-to-business (B2B) marketing. It describes the various B2B markets which include manufacturers and service providers, resellers, institutions, and government. The stages of the B2B buying process are then outlined which include need recognition, product specifications, request for proposal (RFP) process, proposal analysis and supplier selection, order specification, and vendor performance assessment. The roles in the buying center such as influencer, decider, buyer, user, gatekeeper, and initiator are also defined. Different organizational cultures like democratic, consultative, consensus, and autocratic are described. Finally, the types of buying situations - new buy, straight rebuy, and modified rebuy are
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This document discusses business-to-business (B2B) marketing. It describes the major B2B markets which include manufacturers and service providers, resellers, institutions, and government. It then outlines the six stages in the B2B buying process: need recognition, product specifications, request for proposal (RFP) process, proposal analysis and supplier selection, order specification, and vendor performance assessment. It also discusses the different roles in the buying center, types of organizational cultures, and buying situations.Ppt Chapter 19
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"Business-to-Business Marketing
- 2. 7-2 L E A R N I N G O B J E C T I V E S Describe the ways in which business-to- business (B2B) firms segment their markets. List the steps in the B2B buying process. Identify the different roles within the buying center. Describe the different types of organizational cultures. Detail different buying situations. Business-to-Business Marketing LO1 LO2 LO3 LO4 LO5
- 4. 7-4 Manufacturers and Service Providers Buy raw materials, components or parts Manufacture their own goods Gear Expo News Clip Car Culture/Getty Images
- 6. 7-6 Institutions Schools, Museums and Religious Organizations Annie Reynolds/PhotoLink/Getty Images Royalty-Free/CORBIS Royalty-Free/CORBIS
- 7. 7-7 Government US Government spends $2.1 trillion procuring goods State and local governments also make significant purchases Firms specialize in selling to government GettyImagesHishamFIbrahim/GettyImages
- 8. 7-8 Check Yourself 1. What are the various B2B markets?
- 9. 7-9 B2B Buying Process Need recognition Product specification RFP process Proposal analysis and supplier selection Order specification Vendor/ performance assessment using metrics
- 10. 7-10 Stage 1: Need Recognition Can be generated internally or externally Sources for recognizing new needs: Suppliers Salespeople Competitors TimesPhotobyToniL Sandys/Newscom SylvainGrandadam/TheImage Bank/GettyImages
- 11. 7-11 Stage 2: Product Specifications Used by Suppliers to develop proposals Can be done collaboratively with suppliers Royalty-Free/CORBIS
- 12. 7-12 Stage 3: RFP Process (Request for Proposal) 息Toyota Motor Engineering & Manufacturing North America, Inc. Federal Business Opportunities Website
- 13. 7-13 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 Courtesy The Goodyear Tire & Rubber Company
- 14. 7-14 Step 5: Order Specification Firm places the order The exact details of the purchase are specified All terms are detailed including payment Digital Vision/Getty Images
- 15. 7-15 Step 6: Vendor Performance Assessment Using Metrics (1) Key Issues (2) Importance Score (3) Vendors Performance (4) Importance x Performance (2) x (3) Customer Service .40 5 2.0 Issue Resolution .20 4 0.8 Delivery .10 5 0.5 Quality .30 3 0.9 Total 1.00 4.2
- 16. 7-16 Check Yourself 1. Identify the stages in the B2B buying process. 2. How do you perform a vendor analysis?
- 20. 7-20 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?