B2B

I. CHAP 1: 
 MARKETING DRIVEN FIRM:
- Market sensing capability: A company’s ability to sense change and to anticipate
customer responses.
- Customer linking: The ability to develop and manage close customer relationships
capabilities.
 CLASTIFY CATEGORY BUSINESS MARKETING CUSTOMER: 

 BUSINESS AND CONSUMER MKT DIFFERENCES:

Similar Different
Business Marketer  - Benefit : a market - Nature of their markets
orientation - Market demand
- Understand and - Buyer behavior
satisfy cus need - Buyer-seller relationship
Consumer-Goods - both market driven - Environmental influences
Marketer (competition, political, legal) and
- Market strategy

 CHARACTERIS OF BUSINESS MARKET CUSTOMERS

- Derived demand
- Fluctuating demand
- Stimulating demand
- Price sensitivity / demand elasticity
 BUSINESS AND CUSTOMER MARKETING DIFFERS IN 
1. Nature of their markets
2. Market demand
3. Buyer behavior
4. Buyer-seller relationship
5. Environmental influences (competition, political, legal) and
6. Market strategy
• Due to these differences, business marketers need to understand how demand
for industrial products and services differs from consumer demand.
 PROMOTION TOOLS FOR B2B – MAIN TOOL
... 

II. CHAP 2:  

 BUYING PROCESS:

1. Problem Recognition
2. General Discription of Need
3. Product Specification
4. Suppier Search
5. Acquisition and Analysis of Proposal
6. Supplier Selection
7. Selection of Routine
8. Perfomer Review

 BUYING SITUATION
- New task: a perceived problem or need that is totally different from previous
experiences. To solve it, buyers need a significant amount of information.
- Straight rebuy: a problem or need that is recurring or a continuing requirement.
- Modified rebuy: Routine problem solving situations requiring routine solutions, This is
the repeat business situation that every major supplier desires.
 FORCES INFLUENCING ORGANIZATIONAL BUYNG BEHAVIOR:
 ROLLS IN BUYING CENTER
CHAP4: SEGMENTING THE BUSINESS MARKET AND ESTIMATING SEGMENT DEMAND
 MARKET SEGMENTATION:
Macro : useful to partition buying organizations into smaller groups based on certain
criteria.
- Characteristics of the buying organization
- Product service application
- Characteristics of purchasing situation
Types of buyers: 
- First-Time Prospects: customers who see a need but have not purchased

- Novices: First-time purchasers who’ve purchased in the past 3 months

- Sophisticates: Experienced customers ready to buy/rebuy

Mirco: Once macro-segments are identified, the next step is to divide each macro-
segment into smaller meaningful micro-segments.Often, several micro-segments are
buried within macro-segments.To isolate them, marketers need to move to primary
sources of information from:
- Salespeople
- Present Customers
Types of buyers:
- Programmed Buyers - Neither price or service sensitive. They buy routine products
according to a purchasing program.

- Relationship Buyers - Value partnerships and are not super price sensitive. Product
may be moderately important to operation.

- Transactional Buyers - Price is important but considerations are made to service,

depending upon importance of product.

- Bargain Hunters - Price is everything but always relative to importance of product.

 KEY to SUCCESS:

1. Recognizes various profitable segments

2. Develops competitive products or services 
3. Develops a marketing program to take advantage of opportunities B2B groups
offer.
 
CHAP 7: 
 WHAT IS MARKEPLACE?
- A business marketer’s marketplace identity is established through: Brand; Products;
Services.
A brand is one of the firm’s most valuable intangible assets. Branding has emerged as a
priority to marketing executives.

 PRODUCT POLICY
- Involves all decisions concerning like Product; Services…that a company offers.
- Proper product policy provides the opportunity to attain and maintain a competitive
advantage by focusing on core competencies.

 PRODUCT POSITIONING 
- is product’s competitive position in the market. It is found by measuring buyers’
perceptions and preferences in relation to competitors. The first question is: “What are
the determinant attributes that play a central role in the buying decision?”
  CBBE PYRAMID

CHAP 13: 

 B2B SOCIAL MEDIA :  

1.Discussion Forums
2.Blogs
3.Wiki
4.Social Networks

 PROGRAMS
- Crm program
- Communication program: Integrated Communications is the intertwining of all
communication methods to include:
1.Advertising
2.Sales Promotion
3.Online Media
4.Public Relations
5.Personal Selling – important!