B2 B Marketing
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Transcript of B2 B Marketing
B2B MARKETING
Business markets
Fewer buyers Large buyers Closer customer-supplier relationships Professional purchasing Multiple buying influences Multiple sales calls
Derived demand Inelastic demand Fluctuating demand Geographically concentrated buyers Direct purchasing
Buying situations
Straight rebuy Modified rebuy New task
Low cost High cost
Low risk Routine Leverage
High risk Bottleneck Strategic
Buying Centre
Initiators Users Influencers Deciders Approvers Buyers gatekeepers
Stages in the buying process
1. Problem recognition
2. General need description
3. Product specification
4. Supplier search
5. Proposal solicitation
6. Supplier selection
7. Order routine specification
8. Performance review
Customer references
State the customer’s need Emphasize the barriers in satisfying
need Describe the value in your solution List quantified results Differentiate Provide comprehensive summary Include customer quotes
Relationship categories
Basic buying and selling Bare bones Customer supply Contractual transactions Cooperative systems Collaborative Mutually adaptive Customer is king
E-procurement
Buying off online catalogs Customer-centric exchanges ( Dell) Buying in ‘markets’ Auction sites (ariba.com) Alliances (steelrx)
Key Account Management A few customers account for most of the
sales Giving specialised attention Cross functional teams Decisions: who are your key accounts
and what can you offer them?
Trends
?