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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

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.


Intel

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


Types of products
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




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?


Types of customers
Types of Customers

  • Manufacturers

  • Government agencies

  • Institutions

  • Wholesalers and distributors

  • Retailers

  • International firms


The buying center

T A B L E 6 . 1

The Buying Center


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?


Factors affecting members of the buying centers
Factors Affecting Members of the Buying Centers

  • Organizational influences

  • Individual factors

  • Cultural factors

  • Social factors


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


Organizational influences on buying center
Organizational Influences on touch, providing the phone numbers of the heads of the company’s three plants.Buying Center

  • Organizational goals

  • Operating environment

  • Organizational resources

  • Organizational structure

  • Decision heuristics


F I G U R E 4 . 2 touch, providing the phone numbers of the heads of the company’s three plants.

Individual Factors Affecting the Behaviors ofBuying Center Members


Types of business to business sales
Types of touch, providing the phone numbers of the heads of the company’s three plants.Business-to-Business Sales

  • Straight rebuy

  • Modified rebuy

  • New task


Business to business buying process
Business-to-Business Buying Process touch, providing the phone numbers of the heads of the company’s three plants.

  • 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.


Typical items examined during a vendor audit
Typical Items Examined touch, providing the phone numbers of the heads of the company’s three plants.During 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.


Selecting an edi vendor sample vendor selection criteria
Selecting an EDI Vendor touch, providing the phone numbers of the heads of the company’s three plants.Sample 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)


Building a b to b brand
Building a B-to-B Brand touch, providing the phone numbers of the heads of the company’s three plants.

  • 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.


Marketing to the buyer
Marketing to the Buyer touch, providing the phone numbers of the heads of the company’s three plants.

  • New trends in media selection.

  • Greater use of the Internet by buyers.

  • Three categories of buyers

    • CEOs

    • Top management

    • C-level management


Dual channel marketing
Dual Channel Marketing touch, providing the phone numbers of the heads of the company’s three plants.

  • 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


The buying community
The Buying Community touch, providing the phone numbers of the heads of the company’s three plants.


Business to business trends
Business-to-Business Trends touch, providing the phone numbers of the heads of the company’s three plants.

  • Accountability.

  • Web sites and Internet marketing.

  • Global branding.

  • Database mining.

  • Alternative communication methods.

  • Internal marketing communications.


Building Your IMC Campaign touch, providing the phone numbers of the heads of the company’s three plants.

  • 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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