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Chapter Overview. 3. Business to Business Buyer Behavior. Business Markets/ Customers Types of Business Markets Business Buying Centers Factors to choose Business Buying Centers Business Sales Business to Business Buying Process. Intel Bunnies. 3. How did Intel reach the point “Best”?
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Chapter Overview 3 Business to Business Buyer Behavior • Business Markets/ Customers • Types of Business Markets • Business Buying Centers • Factors to choose Business Buying Centers • Business Sales • Business to Business Buying Process
Intel Bunnies 3 • How did Intel reach the point “Best”? • What are the obstacles faced by Intel to target market? • Who are the target customers of Intel? • Identify the needs of the Intel Customers?
What Is Business Marketing? The marketing of goods and services to individuals and organizations for purposes other than personal consumption.
Producers/ Manufacturers OEMs WholesalersRetailers Resellers Federal MunicipalLocal Governments Schools Hospitals CollegesChurches Unions Fraternal groupsCivic Clubs Foundations Nonbusiness organizations Institutions T A B L E 4 . 1 Major Categories of Business Customers Business Customers
Business Marketing Producers Resellers Governments Institutions OEMs Wholesalers Federal Unions Churches Retailers State CivicClubs Foundations Municipal Other Nonprofits County Major Categories of Business Customers
Producers OriginalEquipmentManufacturers OEMs.Individuals and organizations that buy business goods and incorporate them into the products that they produce for eventual sale to other producers or to consumers.
Characteristic Business Market Consumer Market Demand Organizational Individual Volume Larger Smaller # of Customers Fewer Many Location Concentrated Dispersed Distribution More Direct More Indirect Nature of Buy More Professional More Personal Buy Influence Multiple Single Negotiations More Complex Simpler Reciprocity Yes No Leasing Greater Lesser Promotion Personal Selling Advertising Business versus Consumer Markets
All those persons in an organization who become involved in the purchase decision. Buying Centers Buying Center
Five Roles in Buying Center Users are those that will use the product or service Influencers help define specifications and provide information for evaluating alternatives Buyers have formal authority to select the supplier and arrange terms of purchase Deciders have formal or informal power to select and approve final suppliers Gatekeepers control the flow of information
Emotions also play a role in business buying. Volvo stresses that the trucks’ benefits will make “drivers a lot more possessive”.
Factors affecting Business Buying Centers Organizational factors Individual factors Cultural Social
New Buy Modified Rebuy Straight Rebuy A situation requiring the purchase of a product for the first time. A situation where the purchaser wants some change in the original good or service. A situation in which the purchaser reorders the same goods or services without looking for new information or investigating other suppliers. Business Sales
Business to Business Buying Process
Business Buying Process • Eight Stages: • Stage 1: Problem Recognition • Stage 2: General Need Description • Stage 3: Product Specification • Value analysis helps to reduce costs
Business Buying Process • Eight Stages: • Stage 4: Supplier Search • Supplier development
Business Buying Process • Eight Stages: • Stage 5: Proposal Solicitation
Business Buying Process • Eight Stages: • Stage 6: Supplier Selection • Stage 7: Order-Routine Specification • Blanket contracts are often used for maintenance, repair and operating items. • Stage 8: Performance Review
Building Your IMC Campaign • Choose a brand name for your product. • What image do you want to project? • Create a brand logo. • Choose a positioning strategy.
