Business-to-Business Markets: How and Why Organizations Buy

Business-to-Business Markets: How and Why

Organizations Buy

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Chapter Objectives

• business-to-business (B2B)marketsDefine & explain

• business demandexplain

• classifying business or organizational markets

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Chapter Objectives

• buying situation

• buyers

• buying center

• buying decision process

• growing role of B2B e-commerce

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Business Markets: Buying and Selling When Stakes Are High

• Business-to-business marketing:

• the marketing of goods & services that businesses & other organizations buy

• for purposes other than personal consumption

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Business Markets: Buying and Selling When Stakes Are High

• B2B (organizational) markets include:• manufacturers, • wholesalers, • retailers, • other organizations

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B2B Characteristics

• Multiple buyers

• Number of customers

• Size of purchases

• Geographic concentration

Eaton Video

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Business-to-Business Demand

• Derived demand:

• Caused by demand for consumer goods or services.

Figure 6.2

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Business-to-Business Demand

• Inelastic demand:

• Occurs when changes in price

• have little or no effect • on the amount

demanded.

Figure 6.2

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Business-to-Business Demand (cont’d)

• Fluctuating demand: • Small changes in consumer

demand • create large increases or

decreases in business demand; • life expectancy of product can

cause fluctuating demand

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Business-to-Business Demand (cont’d)

•Joint demand: • demand for two or

more goods

• used together

• to create a product

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Types of B2B Markets

• Producers: for production of other goods and services

• Resellers: for reselling, renting or leasing

• Organizations Government markets Not-for-profit institutions

FEDBIZOPPS.GOV

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Figure 6.3: The Business Marketplace

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North American Industry Classification System

• NAICS: • a numerical coding of industries

• in the United States, Canada, and Mexico

• Replaced SIC codes

NAICS

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Figure 6.4: NAICS

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The Buying Situation

•“Buy” class framework:

• identifies degree of effort firm needs

• to collect information and

• make a purchase decision

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The re-Buying Situation

• Straight rebuy: Routine purchases that require minimal

decision-making

• Modified rebuy: Previous purchases that require some

change and limited decision-making.

• New-task buy: New and complex or risky purchases that

require extensive decision-making.

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The Professional Buyer

• Trained professional buyers • carry out buying in B2B markets:

Purchasing agents Procurement officers Directors of materials

management

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The Buying Center

• The group of people in an organization who participate in a purchasing decision Initiator User Gatekeeper Influencer Decider Buyer

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Figure 6.5: Roles in the Buying Center

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The Business Buying Decision Process

Figure 6.6

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Step 1: Problem Recognition

• Someone sees that a purchase can solve a problem

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Step 2: Information Search

• Buying center searches for information about products &

suppliers

• Develops product specifications – a written description of quality, size, weight, color, etc.

• Identifies potential suppliers• obtains proposals

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Step 3: Evaluation of Alternatives

• Buying center assesses proposals

• Evaluations include discount policies, returned-goods policies, cost of repair, terms of maintenance, cost of financing, etc.

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Step 4: Product and Supplier Selection

• Single sourcing: relying on a single supplier.

• Multiple sourcing: buying from several different

suppliers.

• Reciprocity: “I’ll buy from you, and you’ll buy from me.”

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Step 4: Product and Supplier Selection (cont’d)

• Outsourcing: firms obtain outside vendors to provide goods/services that might otherwise be supplied in-

house

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Step 4: Product and Supplier Selection (cont’d)

• Crowd sourcing:

firms use expertise from around the globe to solve a problem

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Step 4: Product and Supplier Selection

• Reverse marketing: buyers try to find capable suppliers and “sell” their purchase to the suppliers

?? Divertive buying???

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Step 5: Postpurchase Evaluation

• Assess whether the performance of the product

• and the supplier • is living up to

expectations

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Business-to-Business E-Commerce

• Internet exchanges between 2+ businesses

• Include exchanges of information, products, services, and paymentsEDI, JIT…

• Going on much longer than B2C

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Intranets, Extranets,and Private Exchanges

• Intranets

• link employees

• in a private corporate

• computer network.

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Intranets, Extranets,and Private Exchanges

• Extranets

• allow authorized

• suppliers, customers, & other outsiders

• to access the firm’s intranet.

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Intranets, Extranets,and Private Exchanges

• Private exchanges

• link an invited group

• of suppliers and partners

• over the Web.

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Security Threats

• Security threats

• come from hackers and

• well-meaning employees

• who give out passwords

CREDITCARDS.COM

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Security Threats

• Firewall: Hardware and software that ensures only authorized individuals gain entry to a computer system

CREDITCARDS.COM

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Security Threats

• Encryption: Software that scrambles a message so only another individual (or computer) with the right key can unscramble it

CREDITCARDS.COM

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The end

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Discussion/Individual Activity

• You’re the marketing manager for a small securities firm (a firm that sells stocks and bonds) whose customers are primarily businesses and other organizations. Your company is considering using the Internet to provide information and service to its customers.

• Outline the pros and cons of this move, the risks your firm would face, and your recommendations.

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Real People, Real Choices

• PPG Industries (Vicki Holt)• Vicki chose Option 3: continue with Intercept brand IGU, but invest

directly in IGU manufacturing to provide an alternative to Cardinal• The move has been well

received by all except the large independent IGU manufacturer

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Marketing Plan Exercise

• Pick a product you often buy in the grocery storeWhat key elements of the organizational market (the

grocer) must the product’s manufacturer plan for, to market to the grocer successfully?

How do the elements you identified in question 1 differ from those the store uses in marketing to you as an end user?

Which market for the product is more important (the grocer or you), and why?

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Marketing in Action Case:You Make the Call

• What is the decision facing Airbus?

• What factors are important in understanding this decision situation?

• What are the alternatives?

• What decision(s) do you recommend?

• What are some ways to implement your recommendation?

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Keeping It Real: Fast Forward to Next Class Decision Time at Reebok

• Meet Que Gaskins, VP of global marketing for the RBK division of Reebok

• Allen Iverson’s endorsement changed Reebok’s image, but it was still number 2.

• The decision: How could Reebok capture the pulse of youth culture in the long run?

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Real People, Real Choices

• PPG Industries (Vicki Holt)

• How to react to competitor Cardinal’s strategy?Option 1: continue with current strategy Option 2: acquire an independent IGU manufacturerOption 3: continue with Intercept brand IGU, invest in

IGU manufacturing

PPG INDUSTRIES

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Discussion

• As director of purchasing for a motorcycle manufacturer, you’ve been notified that the price of an important part used in the manufacture of the bikes has nearly doubled…you see your company having three choices: Pass the cost on to the customer Absorb the increase in cost Buy a lower-priced part

• Discuss the pros and cons of each

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Discussion

• Many critics of government say strict engineering and other manufacturing requirements for products governments purchase increase prices unreasonably, and taxpayers end up paying too much because of such policies What are the advantages and

disadvantages of such purchase restrictions?

Should governments loosen restrictions on their purchases?

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Discussion

• The gatekeeper determines which possible sellers are heard and which are notDoes the gatekeeper have too much power?What policies might the firm implement to make sure

all possible sellers are treated fairly?

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Discussion

• Should companies always give their business to the lowest bidder?Why or why not?

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Group Activity

• Some critics complain that outsourcing sends much-needed jobs to competitors overseas while depriving U.S. workers of opportunities. Break into small groups and take a side in this controversial

argument. Present your arguments in a debate format