B2B MARKETING

DR. RAJASHRI KADAM

 DERIVED DEMANDS FOR BUSINESS GOODS

• THE DEMANDS FOR BUSINESS GOODS ARE ULTIMATELY DERIVED FROM THE
DEMANDS FOR CONSUMER GOODS. SO, BUSINESS MARKETERS MUST CLOSELY
MONITOR THE BUYING PATTERNS FOR THE END PRODUCTS. FOR EXAMPLE,
DEMAND FOR AUTO PARTS WILL DEPEND ON THE DEMAND FOR CARS.
 DIRECT PURCHASING WITHOUT
INTERMEDIARIES
• THE BUSINESS CUSTOMERS (WHO ARE ALSO MANUFACTURERS) LARGELY BUY
DIRECTLY FROM THE SUPPLIERS WITHOUT ANY INVOLVEMENT OF INTERMEDIARIES.
• DIRECT SALES EXECUTIVES OF SUPPLIER FIRM DO THE MAIN MARKETING.
• PROS: CONTROLLING THE QUALITY OF RELATIONSHIP WITH BUYER IS DIRECTLY IN
THE HANDS OF SUPPLIER.
• CONS: IF THE BUYERS ARE SCATTERED ACROSS GEOGRAPHICAL AREAS, THE
SUPPLIER FIRMS MAY NEED TO SET UP ITS OWN DISTRIBUTION HOUSES IN DIFFERENT
LOCATIONS LEADING TO RISE IN FIXED COSTS.
 BUSINESS BUYING DECISION SCENARIOS

• STRAIGHT REBUY: THE BUYER FIRM PURCHASES SMALL AND ROUTINE ITEMS FROM
PRE-APPROVED SUPPLIERS ON A REGULAR BASIS WITHOUT MUCH CHANGES THROUGH
AN AUTOMATIC REORDERING SYSTEM.
• MODIFIED REBUY: THE BUYER FIRM CHANGES EXISTING PRODUCT QUALITY
SPECIFICATIONS AND BUDGET LEADING TO NEW CHANGES IN PURCHASE AGREEMENT.
THIS MAY LEAD TO REPLACEMENT OF OLD SUPPLIERS.
• NEW BUY: WHEN THE BUYER FIRM IS TRYING TO ACQUIRE A PRODUCT FOR THE FIRST
TIME.
• MM1 VIDEOS\WHY THESE B2B BRAND SUCCESS STORIES ARE MOST POPULAR GLOBALL
Y..MP4
 BUYING CENTRE

• INITIATORS
• USERS
• INFLUENCERS
• DECIDERS
• APPROVERS
• BUYERS
• GATEKEEPERS
 STAGES IN THE BUYING PROCESS

• PROBLEM RECOGNITION
• GENERAL NEED DESCRIPTION
• PRODUCT SPECIFICATION
• SUPPLIER SEARCH
• PROPOSAL SOLICITATION
• SUPPLIER SELECTION
• ORDER-ROUTINE SPECIFICATION
• PERFORMANCE REVIEW