1.1 LEARNING OBJECTIVES
LO 5-1 Recognize the importance of B2B marketing.
LO 5-2 Understand the differences between B2C and B2B markets.
LO 5-3 Understand the critical role of the buying center and each participant in the B2B
process.
LO 5-4 Learn the B2B purchase decision process and different buying situations.
LO 5-5 Comprehend the role of technology in business markets.
1.2 Chapter Outline
I. ORGANIZATIONAL BUYING: MARKETING TO A
BUSINESS
II. DIFFERENCES BETWEEN BUSINESS AND
CONSUMER MARKETS
Relationship with Customers
Number and Size of customers
Geographic Concentration
Complexity of buying process
Complexity of the Supply Chain
Demand for Products and Services is Different in a Business
Market
Derived
Fluctuating
Inelastic
III. BUYING SITUATIONS
Straight Re-Buy
Modified Re-Buy
New Purchase
IV. BUYING CENTERS
Members of the Buying Center
User
Initiators
Influencers
Gatekeepers
Deciders
Pursuing the Buying Center
V. THE PLAYERS IN BUSINESS TO BUSINESS
MARKETS
The North American Industrial Classification System (NAICS)
Manufacturers
Resellers
Government
Institutions
VI. THE BUSINESS MARKET PURCHASE DECISION
PROCESS
Problem Recognition
Define the Need and product specifications
Search for Suppliers
Seek Sales proposals in Response to RFP
Making the Purchase Decision
Product Selection
Supplier Choice
Personal and Organizational Factors
Post purchase evaluation of Product and
Supplier
VII. THE ROLE OF TECHNOLOGY IN BUSINESS
MARKETS
E-Procurement
VIII. SUMMARY