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  • 486 Lec04 B2B Market

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    Duyên Mai
    18 views30 pages
    Here are the key differences between B2B and B2C markets: - Fewer but larger buyers in B2B vs many small buyers in B2C - Professional purchasers make decisions in B2B vs consumers in B2C - More complex decision making process in B2B involving multiple departments/personnel - Higher price tags and more at stake in each B2B transaction - Longer sales cycles and more formalized processes in B2B - Buyers and sellers often dependent on each other long-term in B2B relationships So in summary, B2B involves fewer but larger corporate buyers, more complex sales processes, higher price points and longer term buyer-seller

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    marketing b2b

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    Here are the key differences between B2B and B2C markets: - Fewer but larger buyers in B2B vs many small buyers in B2C - Professional purchasers make decisions in B2B vs consumers in B2C - More complex decision making process in B2B involving multiple departments/personnel - Higher price tags and more at stake in each B2B transaction - Longer sales cycles and more formalized processes in B2B - Buyers and sellers often dependent on each other long-term in B2B relationships So in summary, B2B involves fewer but larger corporate buyers, more complex sales processes, higher price points and longer term buyer-seller

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    18 views30 pages

    486 Lec04 B2B Market

    Uploaded by

    Duyên Mai
    Here are the key differences between B2B and B2C markets: - Fewer but larger buyers in B2B vs many small buyers in B2C - Professional purchasers make decisions in B2B vs consumers in B2C - More complex decision making process in B2B involving multiple departments/personnel - Higher price tags and more at stake in each B2B transaction - Longer sales cycles and more formalized processes in B2B - Buyers and sellers often dependent on each other long-term in B2B relationships So in summary, B2B involves fewer but larger corporate buyers, more complex sales processes, higher price points and longer term buyer-seller

    Copyright:

    © All Rights Reserved
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    of 30

    Consumer Behavior

    Topic Outline

    1. Business Markets
    2. Business Buyer Behavior
    3. The Business Buying Process
    1. Business Markets
    Business-to-Business
    Markets
    Business markets differ
    from consumer markets in
    several ways
    Business
    Buyers
    Fewer and larger
    Geographically
    concentrated
    More decision
    participants
    Professional
    purchasers
    Derived Demand
    Inelastic Demand
    Fluctuating Demand

    Consumer
    Business
    Demand Demand

    SMALL CHANGES IN CONSUMER


    DEMAND CREATE BIG SHIFTS IN
    BUSINESS DEMAND
    2. Business Buyer Behavior
    Decision characteristics

    More complex

    High prices

    Formal process

    Buyers and seller


    dependency
    BUYING SITUATIONS

    Straight Modified New-task


    Rebuy Rebuy Buy

    Buying Situations
    Straight Rebuy
    Modified Rebuy
    New Task Buy
    Buying Centers
    Buying Centers
    INFLUENCER DECIDER

    BUYER
    USER

    GATEKEEPER
    The Model of Business
    Buyer Behavior
    ENVIRONMENTAL
    Demand INFLUENCES ON
    BUSINESS BUYING
    Economic outlook
    Cost of money
    Resources Decision
    Technology Process
    Culture
    Politics
    Competition
    ORGANIZATIONAL
    INFLUENCES ON
    Objectives BUSINESS BUYING

    Policies

    Decision
    Procedures Process

    Structure

    Systems
    INTERPERSONAL
    INFLUENCES ON
    Authority BUSINESS BUYING

    Status

    Decision
    Empathy Process

    Persuasiveness
    INDIVIDUAL
    Motives
    INFLUENCES ON
    BUSINESS BUYING
    Perceptions

    Preferences
    Decision
    Age Process
    Income

    Education

    Attitude toward risk


    3. The buying process
    The Buying Process
    Problem
    Recognition
    Need Description

    Product Specification
    Supplier
    Search
    Proposal
    Solicitation

    Supplier
    Selection

    Order Routine
    Specification
    Performance
    Review
    Discussion Time!

    What is the
    difference between
    B2B market and B2C
    market?
    References

    BRASSINGTON, F. and PETTITT, S. (2012) Essentials of Marketing. 3rd


    Ed. Harlow: Pearson.
    KOTLER, P. and ARMSTRONG, G. (2013) Principles of Marketing.
    London: Prentice Hall.

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