B2 B Marketing

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Basics of B2B Marketing

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B2 B Marketing

  1. 1. B2B Marketing<br />
  2. 2. Business markets<br />Fewer buyers<br />Large buyers<br />Closer customer-supplier relationships<br />Professional purchasing<br />Multiple buying influences<br />Multiple sales calls<br />
  3. 3. Derived demand<br />Inelastic demand<br />Fluctuating demand<br />Geographically concentrated buyers<br />Direct purchasing<br />
  4. 4. Buying situations<br />Straight rebuy<br />Modified rebuy<br />New task<br />
  5. 5.
  6. 6. Buying Centre<br />Initiators<br />Users<br />Influencers<br />Deciders<br />Approvers<br />Buyers<br />gatekeepers<br />
  7. 7. Stages in the buying process<br />Problem recognition<br />General need description<br />Product specification<br />Supplier search<br />Proposal solicitation<br />Supplier selection<br />Order routine specification<br />Performance review<br />
  8. 8. Customer references<br />State the customer’s need<br />Emphasize the barriers in satisfying need<br />Describe the value in your solution<br />List quantified results<br />Differentiate<br />Provide comprehensive summary<br />Include customer quotes<br />
  9. 9. Relationship categories<br />Basic buying and selling<br />Bare bones<br />Customer supply<br />Contractual transactions<br />Cooperative systems<br />Collaborative<br />Mutually adaptive<br />Customer is king<br />
  10. 10. E-procurement<br />Buying off online catalogs<br />Customer-centric exchanges ( Dell)<br />Buying in ‘markets’<br />Auction sites (ariba.com)<br />Alliances (steelrx)<br />
  11. 11. Key Account Management<br />A few customers account for most of the sales<br />Giving specialised attention<br />Cross functional teams<br />Decisions: who are your key accounts and what can you offer them?<br />
  12. 12. Trends<br />?<br />

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