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Marketing Chapter 5

QuestionAnswer
B2B market types manufacturers: buy raw material and compenents to make own goods resellers instiutions gov
3 challenges faced by B2B - identify right decision makers to authorize purchase - understnad buying process of client - identify factors that influence buying process
B2B vs B2C: Market characteristics - B2B has fewer customers, more geo concentrated, larger orders, demand fluctuates more and more inelastic
B2B vs B2C: Product characteristics - B2B has products based on sepcifications, raw, unfinished, heavy emphasis on delivery time, technical help
B2B vs B2C: buying process characteristics - B2B buying decisions more complex, may have bidding, negotiating, involves professional buyers
B2B vs B2C: Marketing mix characteristics - B2B has direct sellings, technical ads
B2B buying process need recognition, product specification, RFP process, proposal anaylsis, order, vendor performance
need recognition (B2B) sources for recongizing needs: suppliers, sales ppl, competition
product specification write down product specs to develop proposal, can be used by suppliers
request for proposal (RFP) buying organizations invite alternative suppliers to bid on supplying components
proposal analysis negatioate between several vendors, consider factors other than price
performance analysis delivery time, customer service, issue resolution, quality
buying centre group of ppl responsible for buying decisions of large organization
6 roles in buying centre intitiator, influencer, decider, buyer, user, gatekeeper
intiator person who suggests buying a certain good
influencer person whose views influence others to make final decision
decider person who ultimately determines buying decision, what to buy
gatekeeper person who controls info or access to decision makers and influencers
4 types of buying culture autocratic (1 person makes decision), consultative, democratic (majority), consensus
buying situations new buy: involved buying decision modified buy: bought similar product straight buy: buys same thing as past
Created by: emilysun77
 

 



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