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tanner-ppt-ch04 - Chapter4 Chapter4 ,Inc LearningObjectives...

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by Jeff Tanner and Mary Anne Raymond by Jeff Tanner and Mary Anne Raymond Principles of Marketing
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Chapter 4 Chapter 4 Business Buying Behavior Business Buying Behavior   © 2010 Flat World Knowledge, Inc.
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© 2010 Flat World Knowledge, Inc. 3 1. Identify the ways in which business-to-business (B2B)  markets differ from business-to-consumer (B2C) markets. 2. Explain why business buying is acutely affected  by the behavior of consumers. Learning Objectives Learning Objectives
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• Business-to-business (B2B) markets differ  from business-to-consumer (B2C) markets. © 2010 Flat World Knowledge, Inc. 4 Business Customers Business Customers
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B2B sellers watch general economic conditions to anticipate  consumer buying patterns that can affect demand. Derived demand —demand that is derived from a source other  than the primary buyer of a product. Fluctuating demand —a small change in demand by consumers  can have a big effect throughout the chain of businesses that  supply all the goods and services that produce it. Joint demand —occurs when demand for one product increases the  demand for another.  Companies try to influence their B2B sales by directly influencing  consumers. © 2010 Flat World Knowledge, Inc. 5 Demand for B2B Products Demand for B2B Products
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• B2B markets differ from B2C markets:      -- more transactions in B2B markets     -- larger transaction size in B2B     -- there are fewer B2B customers • Derived demand is demand that comes from a  secondary source. • Fluctuating demand is another characteristic of  B2B markets.   © 2010 Flat World Knowledge, Inc. 6 Key Takeaway Key Takeaway
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Learning Objectives 1.Describe the major categories of business  buyers. 2.Explain why finding decision makers in  business markets is challenging for sellers. © 2010 Flat World Knowledge, Inc. 7 Types of B2B Buyers Types of B2B Buyers
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• Business buyers can be either nonprofit or for- profit businesses. • Four basic categories:  © 2010 Flat World Knowledge, Inc. 8 B2B Buyers B2B Buyers
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• Producers are companies that purchase goods  and services that they  transform  into other  products. • These businesses have to buy certain products  to produce the goods and services they create.  • Producers generally buy in large quantities.
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