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PowerPoint Slides With Teaching Notes
PowerPoint Slide Teaching Notes
7-1: Business-to-Business Marketing
7-2: Business-to-Business Marketing These are the learning objectives for this chapter.
7-3: General Electric General Electric is the largest U.S. manufacturing
firm and is seeking to become the most prolific
user of innovative 3D printing.
Ask students: How would manufacturers use
industrial 3D printers?
7-4: B2B Marketing Students must understand the distinction between
B2B and B2C.
If the people in the picture purchase lemons to
make lemonade for themselves, they are engaging
in a B2C transaction.
If the boy buys them to make lemonade to sell to
others, it is a B2B transaction.
7-5: B2B Markets A wide range of businesses participates in B2B
transactions.
This web link is to the census page, which
contains all the details on the North American
Industry Classification System—the
government’s method of classifying business
activity.
7-6: Manufacturers and Service
Providers
When a company like Burt’s Bees buys raw
materials to make their products, it is a B2B
purchase.
When they sell the products to the retailer, it is
B2B, when the retailer sells to the end consumer,
it is B2C.
This YouTube link (always check before class) is
to a video clip previewing a gear tradeshow.
Tradeshows are common for B2B selling and
allow manufacturers to see new raw materials and
for resellers to see new products.
Ask students: Have you attended any B2B
tradeshows?
If so, what typically happens, what is the
environment, what did they learn at the show?
7-7: Resellers Resellers perform an essential service:
They aggregate goods from manufacturers and
sell them to retailers or, in the case of retailers,
they sell them to consumers.
Thus, one reseller can represent many different
manufacturers, which save the manufacturers the
trouble of finding retailers or consumers and
gives retailers or consumers the ability to buy
only the desired quantity from the reseller.
7-8: In what kind of publication
might this appear?
This type of ad would be in a trade magazine for
institutional food buyers, restaurants, or a
convenience store trade publication
7-9: Institutions Group activity: Have students consider their
university as a purchasing institution.
What types of products and services must
universities purchase?
7-10: Government Many firms sell exclusively to government
entities and therefore are adept at meeting the
unique needs of governmental buyers.
For example, firms in the defense industry
generally sell exclusively to governments.
7-11: Adding Value: Paris Runways Ask Students: How do runway shows create
value?
For the wholesale buyers, they get a preview of
fashion trends.
For the designer, they get to create buzz for their
products with the end consumers.
7-12: Check Yourself 1. Resellers, Institutions, Government,
Manufacturers/Service Providers
7-13: B2B Buying Process Although B2B and B2C buying processes are
similar, this chapter highlights some key
differences.
7-14: Stage 1: Need Recognition Just like the consumer buying process, the B2B
process begins with need recognition.
Needs arise from a variety of sources.
For example, a salesperson from firm A attends a
trade show and visits firm B’s booth, which
features a demonstration of a new sorting
process.
Although firm A had been looking for ways to
improve its efficiency, it had not yet considered
the possibility of sorting efficiencies.
7-15: Stage 2: Product Specifications Not only do RFPs enable the buyer to solicit
pricing and other information from a variety of
suppliers, but they also allow suppliers to learn
about the buyer and its specific needs.
