chapter day 8 bus 222. agenda questions assignment 2 is not done being corrected – will be done...
TRANSCRIPT
CHAPTER
Day 8
BUS 222
Agenda• Questions• Assignment 2 is not done being corrected
– Will be done tomorrow or early next week.
• Assignment 3 Posted – Due Feb 27 (after break) – Covers Chap 7 in text – Marketing Assignment 3.pdf
• Quiz 2 Is Feb 27 (change from syllabus) – Chaps 5, 6 & 7 – 15 M/C , 45 min. – Open Book, Open Notes – Lowest quiz score gets dropped
• Business-to-Business (B2B) marketing
CHAPTER
BUSINESS-TO-BUSINESS MARKETING
06
McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.
LEARNING OBJECTIVES
Business-to-Business Marketing
LO1 Describe the different types of buyers and sellers that participate in business-to-business (B2B) markets.
LO2 List the steps in the B2B buying process.
LO3 Identify the different roles within the buying center.
LO4 Describe the different types of organizational cultures.
LO5 Detail different buying situations.
The Numbers (2011)
• Total US Merchant Wholesale Trade (B2B)– $6,469,112,000,000
• Total US Retail (B2C) – $4,136,352,000,000
• US Census Data
B2B Marketing
Who is the end user?
©1998 EyeWire, IncC Squared Studios/Getty Images
B2B Markets
U.S. Census Website
Manufacturers or Producers
Gear Expo News Clip
Car Culture/Getty Images
Resellers
Courtesy Eastman Chemical Company
How is this B2B ad similar to B2C
ads?
Source: http://clockworkshadowcreations.com/graphic-design/brochures/
In what kind of publication might this appear?
Courtesy Pepsi-Cola Company
Institutions
Schools, Museums and
Religious Organizations
Schools, Museums and
Religious Organizations
London Museum News Clip
Annie Reynolds/PhotoLink/Getty Images
Royalty-Free/CORBIS
Royalty-Free/CORBIS
Government
• US Government spends $2.1 trillion procuring goods
• State and local governments also make significant purchases
• Firms specialize in selling to government
• Dyncorp
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Adding Value: Paris Runways
Photo by Eric Ryan/Getty Images
B2B Buying Process
B2C Buying Process
Stage 1: Need Recognition
• Can be generated internally or externally
• Sources for recognizing new needs:– Suppliers– Salespeople– Competitors
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Stage 2: Product Specifications
• Used by Suppliers to develop proposals
• Can be done collaboratively with suppliers
Royalt
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BIS
Federal Business Opportunities Website
Stage 3: RFP Process (Request for Proposal)
©Toyota Motor Engineering & Manufacturing North America, Inc.
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
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
Step 6: Vendor Analysis
1. Identify the stages in the B2B buying process.
2. How do you do a vendor analysis?
Check Yourself
Factors Affecting the B2B buying process
Organizational Culture
The Buying Center
Wine Entrepreneur
Buying Situations
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 dynamicgrapics/Jupiterimages
Modified Rebuy
• Purchasing a similar product but changing specifications
• Current vendors have an advantage
RubberBall Productions
Straight Rebuys
• Buying additional units or products that have been previously purchased
• Most B2B purchases fall into this category
Ryan McVay/Getty Images
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?