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Chapter Overview

Business-to-Business Buyer Behavior. 4. Chapter Overview. Categories of B-to-B buyers. Business buying center. B-to-B purchasing process. Factors and issues in B-to-B communications. 4. Intel. How many manufacturers of microprocessors can you identify?

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Chapter Overview

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  1. Business-to-Business Buyer Behavior 4 Chapter Overview • Categories of B-to-B buyers. • Business buying center. • B-to-B purchasing process. • Factors and issues in B-to-B communications.

  2. 4 Intel • How many manufacturers of microprocessors can you identify? • Why is the Intel name so well-known? • To create a strong brand name, how important is the business-to-business marketing communication component of the IMC plan? Discussion Question

  3. Types of Products • Major equipment • Accessory equipment • Fabricated and component parts • Process materials • Maintenance or repair parts • Operating supplies • Raw materials • Operating services • Professional services • Products for resale

  4. An example of an advertisement for accessory equipment.

  5. SubmitOrder.com provides Internet B-to-B services.

  6. STOP INTEGRATED LEARNING EXPERIENCE • Http://www.eastman.com • Http://www.moruzzi.com • Http://www.racemark.com • Http://www.delhi-industries.com • Http://www.fkusa.com • Http://www.dolch.com What type of products do the following companies sell? What types of businesses might purchase the products?

  7. Types of Customers • Manufacturers • Government agencies • Institutions • Wholesalers and distributors • Retailers • International firms

  8. T A B L E 6 . 1 The Buying Center

  9. STOP INTEGRATED LEARNING EXPERIENCE United Raw Material Solutions, Inc. Http://www.urms.com • Which members of the buying center would use this Web site? • How would sellers utilize this Web site? • What advantage and disadvantages do you see for both the buyer and seller?

  10. Factors Affecting Members of the Buying Centers • Organizational influences • Individual factors • Cultural factors • Social factors

  11. This ad for Ceco Building Systems emphasizes a personal touch, providing the phone numbers of the heads of the company’s three plants.

  12. Organizational Influences on Buying Center • Organizational goals • Operating environment • Organizational resources • Organizational structure • Decision heuristics

  13. F I G U R E 4 . 2 Individual Factors Affecting the Behaviors ofBuying Center Members

  14. Types of Business-to-Business Sales • Straight rebuy • Modified rebuy • New task

  15. Business-to-Business Buying Process • Identification of a need. • Derived demand • Acceleration principle • Joint demand • Establishment of specifications. • Identification of alternatives. • Identification of vendors. • Evaluation of vendors. • Selection of vendors. • Negotiate purchase terms.

  16. Typical Items ExaminedDuring a Vendor Audit • Production capability. • Quality control mechanisms and processes. • Type and age of equipment used. • Telecommunication and EDI capabilities. • Capacity to handle fluctuations in orders. • Financial stability of the firm. • Number of competitors that purchase from the firm.

  17. Selecting an EDI VendorSample Vendor Selection Criteria • Fast deployment capability (minimize down time in installation) • Full-service (hardware and software) • Upgrade capability (for future growth) • System architecture (compatibility with supplier systems) • Cost (acquisition plus ongoing support) • Dependability (of system) • Availability (of support personnel after installation)

  18. Building a B-to-B Brand • Brand parity exists in most markets. • Internet makes vendor searches easier. • Seek a clear, unified brand. • Strip away anything that may be confusing about the brand. • Articulate a meaningful difference to buyers. • Invest in the brand for the future.

  19. Marketing to the Buyer • New trends in media selection. • Greater use of the Internet by buyers. • Three categories of buyers • CEOs • Top management • C-level management

  20. Dual Channel Marketing • Consumer and B-to-B markets • Spin-off sales • Image concerns • Dual strategy • Different communication messages • Create different brands • Use multiple or different channels • Single strategy • Integrate communication message • Sell same brand in both markets • Scan both markets for dual opportunities

  21. The Buying Community

  22. Business-to-Business Trends • Accountability. • Web sites and Internet marketing. • Global branding. • Database mining. • Alternative communication methods. • Internal marketing communications.

  23. Building Your IMC Campaign • Identify the type of good or service. • Identify retail outlets to sell your product. • Identify wholesalers or distributors for your product. • What types of businesses would be interested in purchasing your product directly? • Relate the buying center concept to your product. • Identify vendors you will need to produce your product.

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