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Chapter 06 MKT120 B2B MKT

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Chapter 06 MKT120 B2B MKT

  1. 1. © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  2. 2. Learning Objectives LEARNING OBJECTIVES How do B2B firms segment their markets? How does B2B buying differ from consumer buying behavior? What factors influence the B2B buying process? How has the Internet changed B2B marketing? © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 6-2
  3. 3. B2B Marketing Who is the end user?© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 6-3
  4. 4. B2B Markets U.S. Census Website© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 6-4
  5. 5. Manufacturers or Producers Gear Expo News Clip© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 6-5
  6. 6. Resellers© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 6-6
  7. 7. How is this B2B adsimilar to B2C ads?
  8. 8. In what kind ofpublication might this appear?
  9. 9. Institutions Schools, Schools, Museums and Museums and Religious Religious Organizations Organizations London Museum News Clip© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 6-9
  10. 10. Government US Government spends $2.1 trillion procuring goods State and local governments also make significant purchases Firms specialize in selling to government © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 6-10
  11. 11. Adding Value: Paris Runways© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 6-11
  12. 12. B2B Buying Process© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 6-12
  13. 13. Stage 1: Need Recognition Can be generated internally or externally Sources for recognizing new needs: − Suppliers − Salespeople − Competitors © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 6-13
  14. 14. Stage 2: Product Specifications  Used by Suppliers to develop proposals  Can be done collaboratively with suppliers© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 6-14
  15. 15. Stage 3: RFP Process (Request for Proposal) Federal Business Opportunities Website© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 6-15
  16. 16. 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 © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 6-16
  17. 17. Step 5: Order Specification  Firm places the order  The exact details of the purchase are specified  All terms are detailed including payment© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 6-17
  18. 18. Step 6: Vendor Analysis© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 6-18
  19. 19. Factors Affecting the Buying Process © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 6-19
  20. 20. The Buying Center© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 6-20
  21. 21. Organizational Culture© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 6-21
  22. 22. Buying Situations© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 6-22
  23. 23. New Buy• Purchasing for the first time• Likely to be quite involved• The buying center will probably use all six steps in the buying process © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 6-23
  24. 24. Modified Rebuy Purchasing a similar product but changing specifications Current vendors have an advantage © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 6-24
  25. 25. Straight Rebuys Buying additional units or products that have been previously purchased Most B2B purchases fall into this category © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 6-25
  26. 26. Power of the Internet Putting Volkswagen Together  Realigned purchasing  Introduced iPAD (internal purchasing agent desk)  Cut time per order from 60 to 20 minutes  Online connection to suppliers© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 6-26
  27. 27. Role of the Internet inBusiness-to-Business Marketing© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 6-27
  28. 28. How is this ad B2BHow is this ad B2B and B2C? and B2C?
  29. 29. Check Yourself 1. Identify the various types of B2B markets. 2. What are NAICS codes and how are they used?© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 6-29
  30. 30. Check Yourself 1. Identify the stages in the B2B buying process. 2. How do you do a vendor analysis?© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 6-30
  31. 31. 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?© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 6-31
  32. 32. GlossaryBusiness-to-business (B2B) marketing refers to the process of buying and selling goods or services to be used in the production of other goods and services, for consumption by the buying organization, and/or for resale by wholesalers and retailers. Return to slide © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 6-32
  33. 33. GlossaryBuying center participants are people responsible for the buying decisions. Return to slide © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 6-33
  34. 34. GlossaryA private exchange occurs when a specific firm (either buyer or seller) invites others to participate in online information exchanges and transactions. Return to slide © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 6-34
  35. 35. GlossaryThe request for proposals (RFP) is a process through which buying organizations invite alternative suppliers to bid on supplying their required components. Return to slide © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 6-35
  36. 36. GlossaryResellers are marketing intermediaries that resell manufactured products without significantly altering their form. Return to slide © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 6-36

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