TR Chapter 06 - Copyright 2007 by Nelson, a division of...

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Unformatted text preview: Copyright 2007 by Nelson, a division of Thomson Canada Limited Chapter 6 Chapter 6 Business-to- Business-to- Business (B2B) Business (B2B) Marketing Marketing 6-2 Copyright 2007 by Nelson, a division of Thomson Canada Limited Chapter Objectives Chapter Objectives 1. Explain each of the components of the business-to- (B2B) market. 2. Describe the major approaches to segmenting business-to-business (B2B) markets. 3. Identify the major characteristics of the business market and its demand. 4. Discuss the decision to make, buy, or lease 5. Describe the major influences on business buying behaviour. 6. Outline the steps in the organizational buying process. 7. Classify organizational buying situations. 8. Explain the buying centre concept. 9. Discuss the challenges of and strategies for marketing to government, institutional, and international buyers. 6-3 Copyright 2007 by Nelson, a division of Thomson Canada Limited Nature of the Business Market Nature of the Business Market Business-to-Business Marketing Business-to-Business Marketing : organizational sales and purchase of goods and services to support production of other goods and services for daily company operations or for resale B2B B2B : a popular acronym for the business-to-business market 6-4 Copyright 2007 by Nelson, a division of Thomson Canada Limited Like final consumers, organizations purchase products and services to fill needs Their primary need is meeting the demands of their own customers Business buying decisions: Are more formal Involve complex interactions among many people Must consider the organizations goals 6-5 Copyright 2007 by Nelson, a division of Thomson Canada Limited Business-to-Business Marketing Consumer-Goods Marketing Product Relatively technical in nature, exact form often variable, accompanying services very important Standardized form, service important but less than for business products Promotion Emphasis on personal selling Emphasis on advertising Distribution Relatively short, direct channels to market Product passes through a number of intermediate links en route to consumer Customer Relations Relatively enduring and complex Comparatively infrequent contact, relationship of relatively short duration Decision-making process Involvement of diverse group of organization members in decision Individual or household unit makes decision Price Competitive bidding for unique items, list prices for standard items List prices 6-6 Copyright 2007 by Nelson, a division of Thomson Canada Limited Components of the Business Market Components of the Business Market Commercial Market Commercial Market : Individuals and firms that acquire goods and services to support, directly or indirectly, production of other goods and services Trade Industries Trade Industries : Retailers and wholesalers who purchase goods for resale to others....
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TR Chapter 06 - Copyright 2007 by Nelson, a division of...

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