chapter

business-to-business marketing

six

McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.

LEARNING OBJECTIVES

LO1 Describe the different types of buyers and sellers that participate in business-to-business (B2B) markets.

LO2 List the steps in the B2B buying process.

LO3 Identify the different roles within the buying center.

LO4 Describe the different types of organizational cultures.

LO5 Detail different buying situations.

Business-to-Business Marketing

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B2B Markets

U.S. Census Website 6-3

Manufacturers or Producers

Gear Expo News Clip

Car Culture/Getty Images

6-4

Resellers

Courtesy Eastman Chemical Company

6-5

Institutions

Schools, Museums and

Religious Organizations

Schools, Museums and

Religious Organizations

Annie Reynolds/PhotoLink/Getty Images

Royalty-Free/CORBIS

Royalty-Free/CORBIS

6-6

Government

• US Government spends $2.1 trillion procuring goods

• State and local governments also make significant purchases

• Firms specialize in selling to government

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B2B Buying Process

6-8

Stage 1: Need Recognition

• Can be generated internally or externally

• Sources for recognizing new needs:– Suppliers– Salespeople– Competitors

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Stage 2: Product Specifications

• Used by Suppliers to develop proposals

• Can be done collaboratively with suppliers

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BIS

6-10

Federal Business Opportunities Website

Stage 3: RFP Process (Request for Proposal)

©Toyota Motor Engineering & Manufacturing North America, Inc.

6-11

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

Courtesy The Goodyear Tire & Rubber Company

6-12

Step 5: Order Specification

• Firm places the order

• The exact details of the purchase are specified

• All terms are detailed including payment

Digital Vision/Getty Images

6-13

Step 6: Vendor PerformanceAssessment Using Metrics

6-14

The Buying Center

6-15

Organizational Culture

6-16

Buying Situations

6-17