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    Introduction To B2B Marketing

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    saxena
    The document discusses three theoretical perspectives on business-to-business (B2B) marketing: the conventional marketing perspective, the network perspective, and the strategic partnership perspective. It then provides details on conventional B2B marketing approaches, including that they are vendor-focused, transaction-oriented, and often involve standardized products. It also discusses perspectives of organizational buyers, including that purchasing officers have different profiles than salespeople. Finally, it outlines conventional concepts and models used in B2B marketing, such as the buying grid model and analysis of buying centers.

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    Introduction To B2B Marketing

    Uploaded by

    saxena
    5K views20 pages
    The document discusses three theoretical perspectives on business-to-business (B2B) marketing: the conventional marketing perspective, the network perspective, and the strategic partnership perspective. It then provides details on conventional B2B marketing approaches, including that they are vendor-focused, transaction-oriented, and often involve standardized products. It also discusses perspectives of organizational buyers, including that purchasing officers have different profiles than salespeople. Finally, it outlines conventional concepts and models used in B2B marketing, such as the buying grid model and analysis of buying centers.

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    this is a simple ppt for B2B marketing. this gives the preliminary idea about the B2B MARKETING,

    Original Title

    Introduction to B2B marketing

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    The document discusses three theoretical perspectives on business-to-business (B2B) marketing: the conventional marketing perspective, the network perspective, and the strategic partnership perspective. It then provides details on conventional B2B marketing approaches, including that they are vendor-focused, transaction-oriented, and often involve standardized products. It also discusses perspectives of organizational buyers, including that purchasing officers have different profiles than salespeople. Finally, it outlines conventional concepts and models used in B2B marketing, such as the buying grid model and analysis of buying centers.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    5K views20 pages

    Introduction To B2B Marketing

    Uploaded by

    saxena
    The document discusses three theoretical perspectives on business-to-business (B2B) marketing: the conventional marketing perspective, the network perspective, and the strategic partnership perspective. It then provides details on conventional B2B marketing approaches, including that they are vendor-focused, transaction-oriented, and often involve standardized products. It also discusses perspectives of organizational buyers, including that purchasing officers have different profiles than salespeople. Finally, it outlines conventional concepts and models used in B2B marketing, such as the buying grid model and analysis of buying centers.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 20
    At a glance
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    The key takeaways are the need for integration of B2B marketing and supply chain management theories, the network perspective, strategic partnerships, social construction, relationship marketing, and buyer-seller interactions.

    The three theoretical perspectives discussed for conventional B2B marketing are the network perspective, social construction, and relationship marketing.

    Some characteristics of the conventional approach to B2B marketing are that it is vendor-focused, transaction-oriented, deals with complex purchase decisions, frequency of purchases, volume, and product/service range.

    INTRODUCTION

    TO
    B2B
    BY :-
    Th ree Th eore tica l P ersp ectiv es
    Conventional marketing
    • Need for integration of b2b marketing and
    supply
    chain management theories
    • Network Perspective
    • Strategic partnership
    • Social construction
    • Relationship marketing
    • Buyer-Seller interactions
    Dominant Characteristics of the Conventional
    Approach to B2B Marketing
    Vendor-focused
    • Transaction-oriented
    – Complexity of purchase decisions
    – Frequency of purchases
    – Volume
    – Product service range
    Auctions
    Standardized products
    Known technology
    Standardized quality measures
    • High volume
    • High frequency of usage
    • Price as important marketing parameter
    The Purchaser Perspective to B2B
    Marketing
    Purchasing officers have different
    profiles
    and do not think like sales people
    – Strategic Importance of the
    product/solution
    – Cost savings vs. Solution enhancing
    purchases
    • Firm size influences purchasing
    behaviour
    Product Value Analysis
    • Does the use of the item contribute value?
    • Is its cost proportionate to its usefulness?
    • Does it need all its features?
    • Is there anything better foor its intended use?
    • Can a usable part be made by a lower-cost
    method?
    • Can a standard product be found that will be
    usable?
    • Is the product made on proper tooling,
    considering the
    quantities that are used?
    • Will another dependable supplier provide it for
    Key F eature s of B2B Pr odu cts
    • Fewer users and larger purchases
    • Derived demand - esp. for raw materials and
    components
    • Fluctuating demand – 10% change in consumer
    demand
    can lead to more than 10% change in the demand
    for inputs
    • Rational buying decision process
    – quality, --- technical, perceived
    – dependability
    – performance and service
    Classification of Organizational Buyers

    Producers
    – Manufacturers
    – Service firms
    • Intermediate customers
    • Public Sectors
    – Institutions
    – Projects
    • Non-Government Organisations
    Key Ch arac teris ti cs o f Bu si ness t o
    Bu si nes s Cu st ome rs
    • Use other peoples’ money
    • Professional buyers – usually rational
    • Collective decison process - buying
    centre
    • Key managers are usually involved
    • Relatively fewer in number
    • Purchases are usually substantial in
    volume and
    value
    International Dimensions of Business to
    Business Marketing
    Transnationality of Business Activities
    • Growing need for cross-national inter-firm
    collaborative
    arrangements
    – Contract Production
    – Out-sourcing of inputs
    – Strategic Alliances
    • Increasing demand for technology capacity
    enhancement
    packages in the emerging market economies
    • Governments and international organizations as
    target markets
    Conventional Concepts and Models in
    B2B Marketing
    • The Buy Grid Model – Consists of 3
    dimensions
    • Buy Situation
    – New task
    – Modified Rebuy
    – Straight rebuy
    • Buying Phases
    • Buying Centre
    Two Dimensions of the Buygrid Model

    Task dimensions of the model


    • Buying situations/tasks,
    • Buying phases
    • Buying centre
    • Non-task dimensions
    • The individual
    • The group
    • Organisation
    Buying Phases
    • Problem recognition
    • General need description
    • Product/service specification
    • Supplier search
    • Proposal solicitation
    • Supplier selection
    • Order-routine specification
    • Performance Review
    Role of the Buying Centre
    • Users
    • Influencers
    – Define specifications and provide information for evaluating
    alternatives
    • Deciders
    – Decide on product requirements and/or on suppliers
    • Approvers
    – Authorise proposed action
    • Buyers
    – Selects suppliers and arranges terms of purchase
    • Gatekeepers
    – Prevents information from reaching members of the buying
    centre
    Contribution to Purchase Decisions by
    Buying Centre Members
    • Who originates the initial decision?
    • Who surveys alternatives and determines the basic
    characteristics of the
    product required?
    • Who identifies potential suppliers?
    • Who collects tenders/information from suppliers?
    • Who evaluates products offered?
    • Who authorises the purchase?
    • Who finally chooses the supplier?
    • Who monitors and evaluates the performance of both the product
    and the
    supplier?
    • Who is most likely to initiate decisions to change supplier?
    • Who finally decides on a change in supplier and selects the new
    supplier?
    Buying Centre Analysis
    • Buying centre members selectively
    participate in
    purchasing decision processes
    • They have different choice criteria
    • They possess different levels of purchase
    knowledge
    • Their degree of involvement shift with the
    phases of the
    buying process
    • Their influence and authority shift from one
    buying
    Strategic Implications of Buying Centre
    Analysis
    • Identification of key decision-makers/influencers at
    each
    stage of the purchase decision process.
    • Assessment of buying centre members' decision
    variables
    • Assessment of buying centre members' information
    about/
    attitude to one's firm and competitors
    • Reinforcing positive opinion about one's firm
    • Legitimacy-seeking strategies
    • Reduce uncertainty about the expected quality of
    one's performance.
    – endorsement tactics,
    International Perspectives on the
    Buy Grid Model
    • Countries differ in terms of their notions of logic
    and
    decision making procedures
    • Countries differ in terms of their degree of
    uncertainty
    avoidance
    • Countries differ in terms of their degree of
    individualism
    and consensus seeking
    • Countries and organisations differ in terms of
    respect for
    Some Stra tegic Implica tio ns
    • Influence those whose money is being used
    (e.g. voters)
    • Adoption of customer retention strategies
    • Customized/Direct Marketing – E.g. Internet
    • Long term marketing strategies
    • Combination of rational arguments and
    persuasive
    negotiation
    • Stimulating demand for potential customer
    products
    • Send high powered salespeople
    THANK YOU

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