B2b vs b2c
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B2b vs b2c

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B2b vs b2c B2b vs b2c Presentation Transcript

  • BUSINESS MARKETS VS.CONSUMER MARKETS
  • Participation in market place Fewer purchasers More number of buyers Buying decision More than one person is involved in Individual customer; buying decisions; fewer stakeholders Consumer Markets controlled by their companiesBusiness Markets Support Technically and commercially aware Peer consulting individuals Influence/Risk Post purchase blame or credit can Greater perceived risks; be shared; companies might be less affected Individuals get more affected by what by what other companies are other consumers are buying buying 12/19/2012 MBA, TERI University 2
  • Participation in market place Fewer purchasers More number of buyers Buying decision More than one person is involved in Individual customer; buying decisions; fewer stakeholders Consumer Markets controlled by their companiesBusiness Markets Support Technically and commercially aware Peer consulting individuals Influence/Risk Post purchase blame or credit can Greater perceived risks; be shared; companies might be less affected Individuals get more affected by what by what other companies are other consumers are buying buying 12/19/2012 MBA, TERI University 3
  • SummaryPerspective Business Markets Consumer MarketsParticipation in market Fewer purchasers Large no. of buyersplaceBuying decision more than one person is Individual customer involved in buying decisions Limited stakeholdersSupport Technically and Look to their peers commercially aware individuals Knowledge levels are high Knowledge levels are lowInfluence/Risk More widespread Greater individual risk12/19/2012 MBA, TERI University 4
  • Market Characteristics12/19/2012 MBA, TERI University 5
  • Industry ConsumerMass Advertising. Normally focussed on technical Often suitable and used media. Not normally TV. including TV, Radio and mass circulation print advertising.Direct Mail. Often very suitable due to small Sometimes not viable due to numbers high numbers & low value.Face to face selling Often very suitable for company Rarely suitable for individualby specialists. specialists items to end users.Hospitality Very suitable because of often high Not often used business value per decision makerEditorial. Very suitable in targetted print Sometimes suitable. media.Publicity. Suitable SuitableDiscounting. Often to reward volume Discount sales are often used for customers. sales promotion.Specialist Often used for high and lower Mainly suitable for higher valueexhibitions and or value items. items unless selling consumertrade shows. wares to retail buyers.Point of sale Not often used Extensive use.displays andcommunications. 12/19/2012 MBA, TERI University 6
  • Industry Consumer Direct sales force Often used in industry to Used where needed to sell sell direct to buyers and to resellers more than to specifying engineers. actual consumers. Wholesalers Sometimes used. Often used in chain before retailers especially in export markets. Distributors Often used. Sometimes used. Catalogues Form part of distribution Form part of distribution chains. chains. Commissioned Agents Often used. Sometimes used. E-Commerce via Internet Becoming more prevalent Becoming more prevalent to cut out the middle man at retailers, less so for and reduce stocks. manufacturers because of their narrow ranges. Multi-level marketing Rarely used. Used for some specialities. including party plan.12/19/2012 MBA, TERI University 7
  • Stages of buying process Industry Consumer Problem Recognition Problem Recognition Need description & Product Specification Information Search Supplier Search Proposal Solicitation Evaluation of Alternatives Supplier selection Purchase Decisions Order Routine Specification Post purchase Performance Review behaviorSource: Marketing Management: kotler
  • Factors influencing consumer behaviorCulture Social PersonalCulture Reference Age and Psychological groups life-cycle Occupation Motivation Sub- Perceptionculture Family Economic Buyer situation Learning Lifestyle Beliefs andSocial Roles attitudesclass and Personality status and self-concept
  • Factors influencing business buyer behavior Environmental Economic, Technological, Political, Competitive Organizational Objectives, Policies, Procedures, Structure, & Systems Interpersonal Authority, Status, Empathy & Persuasiveness Individual Age, Education, Job Position, Personality & Risk Attitudes Buyers
  • THANKYOU!Group AAnandBansuriRashi