marketingGREWAL / LEVYM 6

BUSINESS-TO-BUSINESS MARKETING

Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin

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?

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B2B Marketing

Who is the end user?

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B2B Markets

U.S. Census Website

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Manufacturers or Producers

Gear Expo News Clip

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Resellers

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How is this B2B ad similar to B2C

ads?

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In what kind of publication might this appear?

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_________________ buy products from other businesses but do not significantly alter the form

of the products they buy.

A. Producers

B. Consumers

C. Resellers

D. English auctioneers

E. Gatekeepers

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Institutions

Schools, Museums and

Religious Organizations

Schools, Museums and

Religious Organizations

London Museum News Clip

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Government

US Government spends $2.1 trillion procuring goods

State and local governments also make significant purchases

Firms specialize in selling to government

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Adding Value: Paris Runways

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1. Identify the various types of B2B markets.

2. What are NAICS codes and how are they used?

Check Yourself

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B2B Buying Process

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Compared to the B2C process, the information search and alternative evaluation steps in the

B2B process are:

A. central planned.

B. subject to government regulation.

C. more formal and structured.

D. conducted before need recognition.

E. all of the above.

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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

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Federal Business Opportunities Website

Stage 3: RFP Process (Request for Proposal)

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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

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Step 5: Order Specification

Firm places the order

The exact details of the purchase are specified

All terms are detailed including payment

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During the __________ stage of the buying process B2B buyers invite alternative suppliers to bid on

supplying what is requested.

A. information search

B. need recognition

C. RFP

D. vendor analysis

E. all of the above

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Step 6: Vendor Analysis

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Check Yourself

1. Identify the stages in the B2B buying process.

2. How do you do a vendor analysis?

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Factors Affecting the Buying Process

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The Buying Center

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Which of the following is NOT one of the roles typically played by one of the members of a

buying center?

A. reseller

B. initiator

C. influencer

D. decider

E. gatekeeper

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Organizational Culture

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Buying Situations

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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

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Modified Rebuy

Purchasing a similar product but changing specifications

Current vendors have an advantage

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Straight Rebuys

Buying additional units or products that have been previously purchased

Most B2B purchases fall into this category

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In a ___________ B2B buying situation, the buying decision is likely to be quite involved.

A. new buy

B. modified rebuy

C. straight rebuy

D. either a new buy or a modified rebuy

E. all of the above

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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?

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