Chapter 7
Business-to-Business Marketing
Tools For Instructors
Brief Chapter Outline
Learning Objectives
Extended Chapter Outline with Teaching Tips
PowerPoint Slides with Teaching Notes
Additional Teaching Tips
Brief Chapter Outline
B2B Markets
Connect Learning Aids
Learning Objectives
LO 7-1 Describe the ways in which business-to-business (B2B) firms segment their markets.
All firms want to divide the market into groups of customers with different needs, wants, or
providers, resellers, institutions, and government. Manufacturers and service providers purchase
materials to make their products and components and offer expertise to help run their businesses,
but in the United States, defense is among the largest expenditures.
LO 7-2 List the steps in the B2B buying process.
Similar to the B2C buying process, the B2B process consists of several stages: need recognition;
product specification; the RFP process; proposal analysis, vendor negotiation, and selection;
LO 7-3 Identify the roles within the buying center.
The initiator first suggests the purchase. The influencer affects important people’s perceptions
and final decisions. The decider ultimately determines at least some of the buying decision—
to send sales people who are fluent in technology-speak and can easily relate to the customer.
LO 7-4 Describe the different types of organizational cultures.
Firm culture consists of unspoken guidelines that employees share through various work
reach collective agreement.
LO 7-5 Detail different buying situations.
The buying process depends to a great extent on the situation. If a firm is purchasing a product or
that the buyer wants essentially the same thing but with slightly different terms or features.
Extended Chapter Outline With Teaching Tips
I. B2B Markets (PPT slide 7-5)
A. Manufacturers and Service Providers (PPT slide 7-6)
E. B2B Classification System
Check Yourself: Several questions are offered for students to check their understanding of core
concepts. (PPT slide 7-12)
1. What are the various B2B markets?
II. The Business-to-Business Buying Process (PPT slide 7-13)
F. Stage 1: Need Recognition (PPT slide 7-14)
K. Stage 6: Vendor Performance Assessment Using Metrics (PPT slide 7-19)
Check Yourself: Several questions are offered for students to check their understanding of core
concepts. (PPT slide 7-20)
1. Identify the stages in the B2B buying process.
Answer: The five stages in the B2B buying process include need recognition; product
2. How do you perform a vendor analysis?
Answer: In a vendor analysis, a buying team develops a list of issues that it believes are
important to consider in the evaluation of the vendor. They then assign each issue an
III. Factors Affecting the Buying Process
L. The Buying Center (PPT slide 7-21)
1. The Initiator—Your Doctor
2. The Influencer—The Medical Device Supplier, the Pharmacy
M. Organizational Culture (PPT slide 7-23)
N. Buying Situations (PPT slide 7-24)
1 New Buy (PPT slide 7-25)
Check Yourself: Several questions are offered for students to check their understanding of core
concepts. (PPT slide 7-29)
1. What factors affect the B2B buying process?
Answer: In B2B situations, it is likely that several people, organized into a buying center,
will be involved in making the purchase decision. The vendor must understand the
involved than if it is engaging in a straight rebuy.
2. What are the six different buying roles?
3. What is the difference between new buy, rebuy, and modified rebuy?
Answer: A new buy is a situation in which a customer purchases a good or service for the
first time, therefore likely being a more involved buying decision. In a rebuy, a buyer
forth.