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Introduction to Business-to-
Business
Business markets are
markets for products and services, local to international,
bought by businesses, government bodies, and institutions
(such as hospitals) for incorporation (for example,
ingredient materials or components), for consumption (for
example, process materials, office supplies, consulting
services), for use (for example, installations or equipment),
or for resale. The only markets not of direct interest are
those dealing with products or services which are
principally directed at personal use or consumption such as
packaged grocery products, home appliances, or consumer
banking.
TYPES OF BUSINESS MARKET CUSTOMERS
CHARACTERISTICS OF BUSINESS MARKET
CUSTOMERS
Comparing & Contrasting Industrial V/s
Consumer Marketing
Business Markets versus Consumer-
Goods Markets
Distinctive Capabilities
Managing Customers as Assets
Emphasizing a Profit Focus
Partnering for Increased Value
What matters most for B2B
Marketing
Derived Demand
Fluctuating Demand
Stimulating Demand
Price Sensitivity
A Global Market Perspective
Value Proposition
The value chain
Value is the sum of the benefits that a customer
receives in the process of buying and using the product
or services less the cost involved
5. Acquisition
4. Supplier Organizational and Analysis
Search of Proposals/
Buying Process Proposal solicitation
7. Selection
6. Supplier 8. Performance
of
Selection Review
Order Routine
Three Buying Situations
1. New task
2. Modified rebuy
3. Straight rebuy
Three Buying Situations
1. New Task