Chapter 7: Business-to-business marketing. In this chapter you will learn: Describe the ways in which business-to-business (B2B) firms segment their markets, list the steps in the B2B buying process, identify the roles within the buying center, describe the different types of organizational cultures, detail different buying situations. | business-to-business marketing seven Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 1 LEARNING OBJECTIVES LO 7-1 Describe the ways in which business-to-business (B2B) firms segment their markets. LO 7-2 List the steps in the B2B buying process. LO 7-3 Identify the roles within the buying center. LO 7-4 Describe the different types of organizational cultures. LO 7-5 Detail different buying situations. 2 B2B Marketing Who is the end user? ©1998 EyeWire, Inc C Squared Studios/Getty Images 3 B2B Markets B2B Markets Resellers Institutions Government Manufacturers/ Service providers . Census Website 4 Manufacturers and Service Providers Gear Expo News Clip Car Culture/Getty Images 5 Resellers Courtesy Eastman Chemical Company 6 Institutions Schools, Museums and Religious Organizations Annie Reynolds/PhotoLink/Getty Images Royalty-Free/CORBIS Royalty-Free/CORBIS 7 Government US . | business-to-business marketing seven Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 1 LEARNING OBJECTIVES LO 7-1 Describe the ways in which business-to-business (B2B) firms segment their markets. LO 7-2 List the steps in the B2B buying process. LO 7-3 Identify the roles within the buying center. LO 7-4 Describe the different types of organizational cultures. LO 7-5 Detail different buying situations. 2 B2B Marketing Who is the end user? ©1998 EyeWire, Inc C Squared Studios/Getty Images 3 B2B Markets B2B Markets Resellers Institutions Government Manufacturers/ Service providers . Census Website 4 Manufacturers and Service Providers Gear Expo News Clip Car Culture/Getty Images 5 Resellers Courtesy Eastman Chemical Company 6 Institutions Schools, Museums and Religious Organizations Annie Reynolds/PhotoLink/Getty Images Royalty-Free/CORBIS Royalty-Free/CORBIS 7 Government US Government spends $ trillion procuring goods State and local governments also make significant purchases Firms specialize in selling to government Getty Images Hisham F Ibrahim/Getty Images 8 What are the various B2B markets? B2B Buying Process Need recognition Product specification RFP process Proposal analysis and supplier selection Order specification Vendor/ performance assessment using metrics 10 Stage 1: Need Recognition Can be generated internally or externally Sources for recognizing new needs: Suppliers Salespeople Competitors Times Photo by Toni L Sandys/Newscom Sylvain Grandadam/The Image Bank/Getty Images 11 Stage 2: Product Specifications Used by Suppliers to develop proposals Can be done collaboratively with suppliers Royalty-Free/CORBIS 12 Stage 3: RFP Process (Request for Proposal) ©Toyota Motor Engineering & Manufacturing North America, Inc. Federal Business Opportunities Website 13 Step 4: Proposal Analysis, Vendor Negotiation and Selection Often several vendors are .
