Chapter 7 – Business-to-Business Marketing Marketing 6th
Chapter 7
Business-to-Business Marketing
Tools for Instructors
Brief Chapter Outline
Learning Objectives
Extended Chapter Outline with Teaching Tips
Answers to End of Chapter Learning Aids
Chapter Case Study
Additional Teaching Tips
Connect Activities
Brief Chapter Outline
B2B Markets
The Business-to-Business Buying Process
The Buying Center
The Buying Situation
End of Chapter Learning Aids
Chapter Case Study: Staples: The Big Box Retailer That’s Really a B2B Powerhouse
Learning Objectives
LO7-1 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 characteristics
LO7-2 List the steps in the B2B buying process.
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Chapter 7 – Business-to-Business Marketing Marketing 6th
LO7-3 Identify the roles within the buying center.
LO7-4 Describe the different types of organizational cultures.
Firm culture consists of unspoken guidelines that employees share through various work situations. They
LO7-5 Detail different buying situations.
The buying process depends to a great extent on the situation. If a firm is purchasing a product or service
Extended Chapter Outline with Teaching Tips
I. B2B Markets
A. Manufacturers and Service Providers
B. Resellers
C. Institutions
D. Government
Progress Check: Several questions are offered for students to check their understanding of core
concepts.
1. What are the various B2B markets?
II. The Business-to-Business Buying Process
A. Stage 1: Need Recognition
B. Stage 2: Product Specification
C. Stage 3: RFP Process
D. Stage 4: Proposal Analysis, Vendor Negotiation, and Selection
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Chapter 7 – Business-to-Business Marketing Marketing 6th
E. Stage 5: Order Specification
F. Stage 6: Vendor Performance Assessment Using Metrics
Progress Check: Several questions are offered for students to check their understanding of core
concepts.
1. Identify the stages in the B2B buying process.
2. How do you perform a vendor analysis?
III. The Buying Center
1. The Initiator—Your Doctor
2. The Influencer—The Medical Device Supplier, the Pharmacy
3. The Decider—The Hospital
4. The Buyer
5. The User—The Patient
6. The Gatekeeper—The Insurance Company
A Organizational Culture
G. Building B2B Relationships
Progress Check: Several questions are offered for students to check their understanding of core
concepts.
1. What are the six buying roles?
2. What are the types of cultures that exist in buying centers?
IV. The Buying Situations
1. How do new buy, straight rebuy, and modified rebuy differ?
Answer: A new buy is a situation in which a customer purchases a good or service for the first
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