B2B MARKETING

Business markets

Fewer buyers Large buyers Closer customer-supplier relationships Professional purchasing Multiple buying influences Multiple sales calls

Derived demand Inelastic demand Fluctuating demand Geographically concentrated buyers Direct purchasing

Buying situations

Straight rebuy Modified rebuy New task

Low cost High cost

Low risk Routine Leverage

High risk Bottleneck Strategic

Buying Centre

Initiators Users Influencers Deciders Approvers Buyers gatekeepers

Stages in the buying process

1. Problem recognition

2. General need description

3. Product specification

4. Supplier search

5. Proposal solicitation

6. Supplier selection

7. Order routine specification

8. Performance review

Customer references

State the customer’s need Emphasize the barriers in satisfying

need Describe the value in your solution List quantified results Differentiate Provide comprehensive summary Include customer quotes

Relationship categories

Basic buying and selling Bare bones Customer supply Contractual transactions Cooperative systems Collaborative Mutually adaptive Customer is king

E-procurement

Buying off online catalogs Customer-centric exchanges ( Dell) Buying in ‘markets’ Auction sites (ariba.com) Alliances (steelrx)

Key Account Management A few customers account for most of the

sales Giving specialised attention Cross functional teams Decisions: who are your key accounts

and what can you offer them?

Trends

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