0324536380_77167

0324536380_77167 - 6 CHAPTER Business-to-Business (B2B)...

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Chapter Objectives Business-to-Business (B2B) Marketing CHAPTER 6 1 2 4 7 8 Explain each of the components of the business-to-business (B2B) market. Describe the major approaches to segmenting B2B markets. Identify the major characteristics of the business market and its demand. Discuss the decision to make, lease, or buy. Describe the major influences on business buying behavior. Outline the steps in the organizational buying process. Classify organizational buying situations. Explain the buying center concept. Discuss the challenges and strategies for marketing to government, institutional, and international buyers. 5 3 6 9
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CHAPTER 6 Business-to-Business (B2B) Marketing • Business-to-business (B2B) market is significantly larger than the consumer market. Business-to-business (B2B) marketing Organizational sales and purchases of goods and services to support production of other products, to facilitate daily company operations, or for resale. BUSINESS-TO-BUSINESS (B2B) MARKETING
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CHAPTER 6 Business-to-Business (B2B) Marketing NATURE OF THE BUSINESS MARKET • Companies also buy services, such as legal, accounting, office-cleaning, and other services. • Some firms focus entirely on business markets. • Example: Caterpillar , which makes construction and mining equipment. COMPONENTS OF THE BUSINESS MARKET Commercial market Individuals and firms that acquire products to support, directly or indirectly, production of other goods and services. Trade industries Retailers or wholesalers that purchase products for resale to others. • Government. • Public and private institutions.
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CHAPTER 6 Business-to-Business (B2B) Marketing B2B MARKETS: THE INTERNET CONNECTION • More than 94 percent of all Internet sales are B2B transactions. • Opens up foreign markets to sellers. • Largest segment of the business market. DIFFERENCES IN FOREIGN BUSINESS MARKETS • May differ due to variations in regulations and cultural practices. • Businesses must be willing to adapt to local customs and business practices and research cultural preferences.
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CHAPTER 6 Business-to-Business (B2B) Marketing SEGMENTING B2B MARKETS • Segmentation helps marketers develop the most appropriate strategy. SEGMENTATION BY DEMOGRAPHIC
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0324536380_77167 - 6 CHAPTER Business-to-Business (B2B)...

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