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Review - B2B Business
Review - B2B Business
Principles of Marketing
1. DR. MARIA GOMEZ ALBRECHT, UNIVERSITY OF TEXAS AT DALLAS
2. DR. MARK GREEN, SIMPSON COLLEGE
3. LINDA HOFFMAN, IVY TECH COMMUNITY COLLEGE
CHAPTER 4
4.1 The Business-to-Business (B2B) Market
4.2 Buyers and Buying Situations in a B2B Market
4.3 Major Influences on B2B Buyer Behavior
4.4 Stages in the B2B Buying Process
4.5 Ethical Issues in B2B Marketing
THE BUSINESS-TO-BUSINESS (B2B)
MARKET
1 2
POLITICAL AND LEGAL
ECONOMIC FACTORS
FACTORS
3 4
COMPETITION SOCIAL ENVIRONMENT
INTERNAL FACTORS
1 2
BUSINESS OBJECTIVES TECHNOLOGY
AND GOALS
3
WORKFORCE SKILLS
INDIVIDUAL FACTORS
1 2
AGE EDUCATION
3 4
JOB POSITION PERSONALITY
INTERPERSONAL FACTORS
1 2
COLLECTIVE AND
TECHNOLOGY
FOLLOW PROCEDURES
3
WORKFORCE SKILLS
CONDITIONAL FACTORS
1 2
PRESENT FINANCIAL AVAILABILITY OF THE
CONDITION PRODUCT OR SERVICE
STAGES IN THE B2B BUYING PROCESS
CHALLENGES OF SEGMENTING B2B
MARKETS
3
Challenge #3:
Complexity of B2B
Products
METHODS OF SEGMENTING B2B
MARKETS
FIRMOGRAPHICS
Industry
1
What are the organization’s primary
activities? Size
2
Firmographic size typically involves
two components: revenue and
Location
3 number of employees
A city, state, country or even a
continent, depending on the line of
business
4 Legal Structure
Performance 5 Is the organization a sole
proprietorship, a limited liability
such as market share, quarterly or company, a corporation, or a
annual sales figures, and growth nonprofit firm? Is it an independent
and/or losses (both in employees business, a parent company, or a
and revenue) subsidiary of another business?
METHODS OF SEGMENTING
INTERNATIONAL MARKETS
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