CH6-B2B%20Marketing-student%20with%20answers-1

CH6-B2B%20Marketing-student%20with%20answers-1 - CHAPTER...

Info iconThis preview shows pages 1–20. Sign up to view the full content.

View Full Document Right Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: CHAPTER BUSINESS­TO­ BUSINESS MARKETING 06 6­1 B2B Markets U.S. Census Website 6­2 Manufacturers or Producers Gear Expo News Clip 6­3 Resellers 6­4 Institutions Schools, Museums and Religious Organizations London Museum News Clip 6­5 Government • US Government spends $2.8 trillion procuring goods • State and local governments also make significant purchases • Firms specialize in selling to government 6­6 B2B Buying Process 6­7 Stage 1: Need Recognition • Can be generated internally or externally • Sources for recognizing new needs: – Suppliers – Salespeople – Competitors 6­8 Stage 2: Product Specifications • Used by Suppliers to develop proposals • Can be done collaboratively with suppliers 6­9 Stage 3: RFP Process (Request for Proposal) Federal Business Opportunities Website 6­10 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 6­11 Step 5: Order Specification • Firm places the order • The exact details of the purchase are specified • All terms are detailed including payment 6­12 Step 6: Vendor Analysis 6­13 Factors Affecting the Buying Process 6­14 The Buying Center 6­15 Organizational Culture 6­16 Buying Situations 6­17 New Buy • • • Purchasing for the first time Likely to be quite involved The buying center will probably use all six steps in the buying process 6­18 Modified Rebuy • Purchasing a similar product but changing specifications • Current vendors have an advantage 6­19 Straight Rebuys • Buying additional units or products that have been previously purchased • Most B2B purchases fall into this category 6­20 ...
View Full Document

{[ snackBarMessage ]}

Page1 / 20

CH6-B2B%20Marketing-student%20with%20answers-1 - CHAPTER...

This preview shows document pages 1 - 20. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online