18. b2b marketing & buying behavior
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8/9/2019 18. B2B Marketing & Buying Behavior
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Business to Business (B2B)
Marketing & Buying
Behaviour
Presented By
Dr. Kevin Lance Jones
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B2B Defined
The management process responsible for
the facilitation of exchange betweenproducers of goods and services and their
organisational customers.
B2B marketing and purchasing is acomplex and risky business involving a
number of different parties.
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Flowswithin a B2B market
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Differences between B2B andconsumer marketing (1 of3)
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Differences between B2B andconsumer marketing (2 of3)
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Differences between B2B andconsumer marketing (3of3)
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B2B customers
Commercial enterprises - profit making
organisations that produce and/or resell goods
and services for a profit. Can be subdivided intousers, original equipment manufacturers
(OEMs), resellers.
Government bodies.
Institutions - largely non-profit making
organisations, e.g. universities, churches, etc.
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Characteristicsof B2B markets
Nature of demand - derived, joint,
inelastic.
Structure of demand - industrial and
geographic concentration.
Buying process complexity.
Buyer-seller relationships.
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Influenceson a B2B purchasing chain
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Sourcing strategies - advantagesand disadvantages (1 of 2)
Source: Adapted from Treleven (1987).
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Sourcing strategies - advantagesand disadvantages (2 of 2)
Source: Adapted from Hahn (1986) and Ramsey and Wilson (1990). Reprinted by permission of MCB University Press Ltd.
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Modelsoforganisationalbuying decision making
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Decision problems in B2B purchasingdecision making process (1 of 2)
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Decision problems in B2B purchasingdecision making process (2 of 2)
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Roles in the buying process
Purchasing - handle relationships with suppliers.
Production/operations - meeting targets for the
end product in both quantity and quality terms. Engineering - the specification and design.
R&D.
Finance - devolve budgets to appropriatemanagers.
Marketing - outputs of the production process.
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Unit production modelof
buyer-seller contact in B2B markets
Source: Adapted from Johanson (1982), copyright 1982 John Wiley & Sons Limited. Reporoduced with permission.
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Mass production modelofbuyer-seller contact in B2B markets
Source: Adapted from Johanson (1982), copyright 1982 John Wiley & Sons Limited. Reproduced with permission.
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Buying centres - comparison betweenconsumer and B2B markets (1 of 2)
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Buying centres - comparison between
consumer and B2B markets (2 of 2)
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