Chapter 7

Business Markets

10/12/2021

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Outline
 Type of business market
 Characteristics of business market
 Stages of business buying process
 Developing Effective b2b Marketing
Programs

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Who are business customers?
Organizations that
buy goods and Manufacturers
services for use in Farms, mines, etc.
the production of Producers Financial
other products and Institutions
services that are Other providers
sold, rental, or
supplied to others
Wholesalers
Middlemen Retailers
Business
Market Federal
Federal/central
Governments State and Local
State/Local

National
Nonprofits Local 3
Characteristics of Business Market
Market Structure and
Demand Characteristics
Demand

Nature of Buyers

Nature of Decision
Process

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Demand characteristics
Derived demand Inelastic demand
衍生需求 需求缺乏彈性
 a

Fluctuating
demand
需求波動大 5
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Nature of Buyers
Fewer but larger Geographically
buyers concentrated

Close supplier-
customer
relationship 7
Raya IT Works Closely with Its Customers

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Nature of Decision Process
Multiple buying Professional
influences Purchasing

Complex Buying
More Formulated
Decisions

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Roles in a buying center

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Stages of business buying
process

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Stage 1: problem recognition
 Makino uses this ad
to alert customers
to problems and
suggest solutions

“OUR APPLICATIONS
ENGINEERS LOVE THE
SCARY PART”

“Don’t be Afraid of the Part”

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Stages of business buying
process (continued)
 Stage 2: General Need Description
 Describes the general characteristics and
quantity of a needed item
 Stage 3: Product Specification
 Decides on and specifies the best technical
product specification
 Value analysis helps to reduce costs

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Stages of Business Buying
Process (continued)
 Stage 4:
Supplier Search
 Stage 5:
Proposal
Solicitation

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Stages of Business Buying
Process (continued)
 Stage 6: Supplier Selection

Table 7.2: An Example of Vendor Analysis 15

Stages of Business Buying Process (continued)

 Stage 7: Order-Routine
Specification
 Blanket contracts ( 總括合
約） are often used for
maintenance, repair and operating
items.
 Stage 8: Performance Review
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Major Buying Situations
Straight Rebuy 直接再購

Modified Rebuy 修正後再

購

New Task Buying 新任務

購買

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Comparisons of buying situations

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Developing Effective b2b Marketing
Programs: System selling
 Buying a packaged solution from a
single seller (turnkey solution)

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