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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? How has the Internet changed B2B marketing?. B2B Marketing. Who is the end user?. B2B Markets. U.S. Census Website.

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learning objectives
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?
  • How has the Internet changed B2B marketing?
b2b marketing
B2B Marketing

Who is the end user?

b2b markets
B2B Markets

U.S. Census Website

manufacturers or producers
Manufacturers or Producers

Gear Expo News Clip


Schools, Museums and Religious Organizations

London Museum News Clip

  • US Government spends $2.1 trillion procuring goods
  • State and local governments also make significant purchases
  • Firms specialize in selling to government
check yourself
Check Yourself

Identify the various types of B2B markets.

What are NAICS codes and how are they used?

stage 1 need recognition
Stage 1: Need Recognition
  • Can be generated internally or externally
  • Sources for recognizing new needs:
    • Suppliers
    • Salespeople
    • Competitors
stage 2 product specifications
Stage 2: Product Specifications
  • Used by Suppliers to develop proposals
  • Can be done collaboratively with suppliers
stage 3 rfp process request for proposal
Stage 3: RFP Process (Request for Proposal)

Federal Business Opportunities Website

step 4 proposal analysis vendor negotiation and selection
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
step 5 order specification
Step 5: Order Specification
  • Firm places the order
  • The exact details of the purchase are specified
  • All terms are detailed including payment
check yourself1
Check Yourself

Identify the stages in the B2B buying process.

How do you do a vendor analysis?

new buy
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
modified rebuy
Modified Rebuy
  • Purchasing a similar product but changing specifications
  • Current vendors have an advantage
straight rebuys
Straight Rebuys
  • Buying additional units or products that have been previously purchased
  • Most B2B purchases fall into this category
power of the internet putting volkswagen together
Power of the InternetPutting Volkswagen Together
  • Realigned purchasing
  • Introduced iPAD (internal purchasing agent desk)
  • Cut time per order from 60 to 20 minutes
  • Online connection to suppliers
check yourself2
Check Yourself

What factors affect the B2B buying process?

What are the six different buying roles?

What is the difference between new buy, rebuy, and modified rebuy?


Business-to-business (B2B) marketing refers to the process of buying and selling goods or services to be used in the production of other goods and services, for consumption by the buying organization, and/or for resale by wholesalers and retailers.

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Buying center participants are people responsible for the buying decisions.

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A private exchange occurs when a specific firm (either buyer or seller) invites others to participate in online information exchanges and transactions.

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The request for proposals (RFP) is a process through which buying organizations invite alternative suppliers to bid on supplying their required components.

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Resellers are marketing intermediaries that resell manufactured products without significantly altering their form.

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