Business-to-Business Slides Project_MRK2100

Slides about B2B (business-to-business) marketing. What is B2B? The 4 B2B Markets. The 6 steps in the B2B process. The 6 roles of the buying center. The 4 parts of buying culture. The 3 types of buying situations in B2B.
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1. MRK 2100: POV Slideshare I do not own the rights to the text or images, Marketing, by: Grewal and Levy McGraw Hill Publishing © 2024, 2022, 2020, 2018 editions

2. Business-to-Business Marketing B2B Marketing: 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, or for resale by wholesalers a nd retailers. Example, B2B manufacturers: GE, Levi’s, IBM, Ford Example, B2B services:UPS

3. B2B Markets Manufacturers & Service Providers : VW and IBM – they both require several B2B products and services to support the business Resellers (wholesale vs distributors) : Marketing intermediary that resell manufactured products without significantly altering their form. Institutions : such as hospitals, schools, religious organizations – also purchase several kinds of goods and services, ie: textbooks. Government : in many countries, the central government is one of the largest purchasers of goods and services, ie: $6T in food or $750B on Dept. of Defense.

4. Steps in the B2B Process Stage 1: organization recognizes (via internal or external sources) there is an unfilled need Stage 2: after recognizing the need and considering alternative solutions, specifics for the need are identified Stage 3: a request for proposal is a process through which buying organizations invite alternative suppliers to bed on supplying their required components Stage 4: the buying organization evaluates the responses to its RFP, and narrow down the suppliers. Stage 5: Order is placed with the preferred supplier(s), including details of the good, price, delivery date, and possible penalties for noncompliance. Stage 6 : firm's analyze their vendors’ performance to make decisions about their future purchases .

5. Roles in the Buying Center Buying Center: the group of people typically responsible for the buying decisions in large organizations Initiator: the buying center participant who first suggests buying the particular product/service Influencer: the buying center participant whose views influence other members of the buying center in making the final decision Decider: the buying center participant who ultimately determines any part of or the entire buying decision - weather to buy, what to buy, how to buy, or where to buy.

6. Roles in the Buying Center (cont) Buying Center: the group of people typically responsible for the buying decisions in large organizations Buyer: the buying center participant who handles the paperwork of the actual purchase User: the person who consumes or uses the product or service purchased by the buying center Gatekeeper: the buying center participant who controls information or access to decision makers and influencers

7. Buying Center Example: The Initiator your doctor The Influencer medical device supplier The Decider the hospital The Buyer (the GPO) in this example, probably the manager The User the patient The Gatekeeper the insurance company

8. Buying Culture Organizational culture: reflects the set of values, traditions, and customs that guide a firm’s employees’ behavior Autocratic :a buying center in which one person makes the decision alone, though there may be multiple participants. Democratic : a buying center in which the majority rules in decisions Consultative : a buying center in c=which one person makes the decision, but he/she solicits input from others before doing so Consensus : a buying center in which all members of the team must reach a collective agreement that they can support a particular purchase.

9. Buying Situations B2B New Buy - a purchase of goods/ services for the first time; the buying decision s likely to be quite involved because the buyer/buying organization does not have any experience with the item. These are the most difficult buys and most time consuming. B2B Modified Rebuy - refers to when the buyer has purchased a similar product in the past but has decided to change something, like quantity or quality B2B Straight Rebuy - when the buyer/organization simply buys additional units of products that have been purchased before

10. B2B & Media Using applications like “Constant Contact” as a central dashboard for companies to manage social media accounts, templates for postings, and help creating ads Staying connected is important, using platforms like LinkedIn Using “white papers” a promotional technique used by B2B sellers to provide information about a product/service in an educational context, so it doesn't appear like a promotion or propaganda.

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