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Ch6 Business Markets & Business Buyer Behavior

Explore the characteristics of business markets, factors influencing buyer behavior, decision-making processes, international market manners, E-procurement benefits, and institutional/government markets. Emphasize product classifications, branding strategies, and service marketing considerations.

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Ch6 Business Markets & Business Buyer Behavior

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  1. Ch6 Business Markets & Business Buyer Behavior

  2. Objective Outline • Define the business market and explain how business markets differ from consumer markets • Identify the major factors that influence business buyer behavior • List and define the steps in the business buying decision process • Compare the institutional and government markets and explain how institutional and government buyers make their buying decisions

  3. Characteristics of Business Market • Market Structure and Demand • Nature of the Buying Unit • Types of Decisions and the Decision Process • Nature of the Buying Unit • Types of Decisions and the Decision Process

  4. Understanding Marketplace • Let’s look at Dow Plastics

  5. Business Markets

  6. Major Type of Buying Situations • straight rebuy • modified rebuy • new task

  7. Players in the process • Users • Influencers • Buyers • Deciders • Gatekeepers • Most B-to-B marketers recognize that emotion plays an important role in business buying decisions

  8. Other Process Factors • Environmental Factors • Organizational Factors • Interpersonal Factors • Individual Factors

  9. Process Chart

  10. International Market Manners • “When doing business in a foreign country and a foreign culture—particularly a non-Western culture—assume nothing,” • “Take nothing for granted. Turn every stone. Ask every question. Dig into every detail. Because cultures really are different, and those differences can have a major impact.”

  11. Buying Process

  12. E-Procurement: Buying on the Internet • Business-to-business e-procurement yields many benefits. First, it shaves transaction costs and results in more efficient purchasing for both buyers and suppliers. • Reduces the time between order and delivery. And a Web-powered purchasing program eliminates the paperwork associated with traditional requisition and ordering procedures and helps an organization keep better track of all purchases. • Frees purchasing people from a lot of drudgery and paperwork. • Sources suppliers to reduce costs and develop new products

  13. Institutional and GovernmentMarkets • Institutional market consists of schools, hospitals, nursing homes, prisons, and other institutions that provide goods and services to people in their care. • In the United States federal, state, and local governments contain more than 82,000 buying units that purchase more than $1 trillion in goods and services each year

  14. Chapter 8 Products Brands Services • A deeper look at the marketing mix: the tactical tools that marketers use to implement their strategies and deliver superior customer value.

  15. Objective Outline • Define product and the major classifications of products and services • Describe the decisions companies make regarding their individual products and services, product lines, and product mixes • Identify the four characteristics that affect the marketing of services and the additional marketing considerations that services require • Discuss branding strategy—the decisions companies make in building and managing their brands

  16. Products, Services, and Experiences • Levels of Product and Services

  17. Customer Driven Strategy Mix

  18. Classification of Products • Consumer products • Convenience products • Shopping products • Specialty products • Unsought products

  19. Industrial Products • Materials and parts include raw materials and manufactured materials and parts

  20. Organizations, Persons, Places, and Ideas • Person marketing • Place marketing • Ideas • Social marketing

  21. Individual Product and Service Decisions

  22. Product and Service Attributes • Product Quality • Product Features • Product Style and Design

  23. Branding • Branding helps buyers in many ways. Brand names help consumers identify products that might benefit them. Brands also say something about product quality and consistency—buyers who always buy the same brand know that they will get the same features, benefits, and quality each time they buy

  24. Packaging • Labeling • Product Support Services • Product Line Decisions • Product Mix Decisions

  25. Services Marketing • The Nature and Characteristics of a Service

  26. Service Marketing

  27. Building Strong Brands • Brand Equity • Brand Positioning

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