Business to Business (B2B) Marketing & Buying Behaviour

Presented By Dr. Kevin Lance Jones
1

2 . ‡ B2B marketing and purchasing is a complex and risky business involving a number of different parties.B2B Defined ‡ The management process responsible for the facilitation of exchange between producers of goods and services and their organisational customers.

Flows within a B2B market 3 .

Differences between B2B and consumer marketing (1 of 3) 4 .

Differences between B2B and consumer marketing (2 of 3) 5 .

Differences between B2B and consumer marketing (3 of 3) 6 .

resellers.g. 7 . churches. ‡ Institutions . original equipment manufacturers (OEMs).B2B customers ‡ Commercial enterprises . etc. universities. Can be subdivided into users.largely non-profit making organisations. ‡ Government bodies.profit making organisations that produce and/or resell goods and services for a profit. e.

‡ Buyer-seller relationships. inelastic. joint.industrial and geographic concentration. 8 .derived. ‡ Structure of demand .Characteristics of B2B markets ‡ Nature of demand . ‡ Buying process complexity.

Influences on a B2B purchasing chain 9 .

Sourcing strategies . 10 .advantages and disadvantages (1 of 2) Source: Adapted from Treleven (1987).

Sourcing strategies . 11 . Reprinted by permission of MCB University Press Ltd.advantages and disadvantages (2 of 2) Source: Adapted from Hahn (1986) and Ramsey and Wilson (1990).

Models of organisational buying decision making 12 .

Decision problems in B2B purchasing decision making process (1 of 2) 13 .

Decision problems in B2B purchasing decision making process (2 of 2) 14 .

‡ R&D.Roles in the buying process ‡ Purchasing . ‡ Marketing .the specification and design. ‡ Finance .handle relationships with suppliers.meeting targets for the end product in both quantity and quality terms. ‡ Engineering . 15 .outputs of the production process. ‡ Production/operations .devolve budgets to appropriate managers.

Unit production model of buyer-seller contact in B2B markets Source: Adapted from Johanson (1982). copyright 1982 © John Wiley & Sons Limited. 16 . Reporoduced with permission.

17 .Mass production model of buyer-seller contact in B2B markets Source: Adapted from Johanson (1982). copyright 1982 © John Wiley & Sons Limited. Reproduced with permission.

comparison between consumer and B2B markets (1 of 2) 18 .Buying centres .

comparison between consumer and B2B markets (2 of 2) 19 .Buying centres .

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