Scribd
Upload
33 views

I. Chap 1

This document discusses key aspects of business-to-business (B2B) marketing. It covers differences between business and consumer markets, the buying process for business customers, market segmentation approaches, and strategies for product policy, positioning, branding and communications programs in B2B contexts. Specifically, it notes that B2B markets differ from consumer markets in their nature, demand characteristics, buyer behavior, relationships, and environmental influences. It also outlines common macro and micro segmentation approaches used by B2B marketers to better target customer groups.

Uploaded by

Minh Doan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
33 views

I. Chap 1

This document discusses key aspects of business-to-business (B2B) marketing. It covers differences between business and consumer markets, the buying process for business customers, market segmentation approaches, and strategies for product policy, positioning, branding and communications programs in B2B contexts. Specifically, it notes that B2B markets differ from consumer markets in their nature, demand characteristics, buyer behavior, relationships, and environmental influences. It also outlines common macro and micro segmentation approaches used by B2B marketers to better target customer groups.

Uploaded by

Minh Doan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
You are on page 1/ 8

B2B

I. CHAP 1: 
 MARKETING DRIVEN FIRM:
- Market sensing capability: A company’s ability to sense change and to anticipate
customer responses.
- Customer linking: The ability to develop and manage close customer relationships
capabilities.
 CLASTIFY CATEGORY BUSINESS MARKETING CUSTOMER: 

 BUSINESS AND CONSUMER MKT DIFFERENCES:


Similar Different
Business Marketer  - Benefit : a market - Nature of their markets
orientation - Market demand
- Understand and - Buyer behavior
satisfy cus need - Buyer-seller relationship
Consumer-Goods - both market driven - Environmental influences
Marketer (competition, political, legal) and
- Market strategy

 CHARACTERIS OF BUSINESS MARKET CUSTOMERS


- Derived demand
- Fluctuating demand
- Stimulating demand
- Price sensitivity / demand elasticity
 BUSINESS AND CUSTOMER MARKETING DIFFERS IN 
1. Nature of their markets
2. Market demand
3. Buyer behavior
4. Buyer-seller relationship
5. Environmental influences (competition, political, legal) and
6. Market strategy
• Due to these differences, business marketers need to understand how demand
for industrial products and services differs from consumer demand.
 PROMOTION TOOLS FOR B2B – MAIN TOOL
... 

II. CHAP 2:  

 BUYING PROCESS:

1. Problem Recognition
2. General Discription of Need
3. Product Specification
4. Suppier Search
5. Acquisition and Analysis of Proposal
6. Supplier Selection
7. Selection of Routine
8. Perfomer Review

 BUYING SITUATION
- New task: a perceived problem or need that is totally different from previous
experiences. To solve it, buyers need a significant amount of information.
- Straight rebuy: a problem or need that is recurring or a continuing requirement.
- Modified rebuy: Routine problem solving situations requiring routine solutions, This is
the repeat business situation that every major supplier desires.
 FORCES INFLUENCING ORGANIZATIONAL BUYNG BEHAVIOR:
 ROLLS IN BUYING CENTER
CHAP4: SEGMENTING THE BUSINESS MARKET AND ESTIMATING SEGMENT DEMAND
 MARKET SEGMENTATION:
Macro : useful to partition buying organizations into smaller groups based on certain
criteria.
- Characteristics of the buying organization
- Product service application
- Characteristics of purchasing situation
Types of buyers: 
- First-Time Prospects: customers who see a need but have not purchased

- Novices: First-time purchasers who’ve purchased in the past 3 months

- Sophisticates: Experienced customers ready to buy/rebuy

Mirco: Once macro-segments are identified, the next step is to divide each macro-
segment into smaller meaningful micro-segments.Often, several micro-segments are
buried within macro-segments.To isolate them, marketers need to move to primary
sources of information from:
- Salespeople
- Present Customers
Types of buyers:
- Programmed Buyers - Neither price or service sensitive. They buy routine products
according to a purchasing program.

- Relationship Buyers - Value partnerships and are not super price sensitive. Product
may be moderately important to operation.

- Transactional Buyers - Price is important but considerations are made to service,


depending upon importance of product.

- Bargain Hunters - Price is everything but always relative to importance of product.


 KEY to SUCCESS:

1. Recognizes various profitable segments


2. Develops competitive products or services 
3. Develops a marketing program to take advantage of opportunities B2B groups
offer.
 
CHAP 7: 
 WHAT IS MARKEPLACE?
- A business marketer’s marketplace identity is established through: Brand; Products;
Services.
A brand is one of the firm’s most valuable intangible assets. Branding has emerged as a
priority to marketing executives.

 PRODUCT POLICY
- Involves all decisions concerning like Product; Services…that a company offers.
- Proper product policy provides the opportunity to attain and maintain a competitive
advantage by focusing on core competencies.

 PRODUCT POSITIONING 
- is product’s competitive position in the market. It is found by measuring buyers’
perceptions and preferences in relation to competitors. The first question is: “What are
the determinant attributes that play a central role in the buying decision?”
 CBBE PYRAMID

CHAP 13: 

 B2B SOCIAL MEDIA :  


1.Discussion Forums
2.Blogs
3.Wiki
4.Social Networks

 PROGRAMS
- Crm program
- Communication program: Integrated Communications is the intertwining of all
communication methods to include:
1.Advertising
2.Sales Promotion
3.Online Media
4.Public Relations
5.Personal Selling – important!

You might also like