Transcript learning objectives

Chapter Objectives
LEARNING OBJECTIVES
LO1 Describe the nature and composition of B2B
markets
LO2 Explain the key differences between B2B
buying and B2C buying
LO3 Explain the ways B2B firms classify and
segment their markets
LO4 Describe the factors that influence the B2B
buying process
LO5 Discuss how the Internet has enhanced B2B
marketing
6-1
LO5
Factors Affecting the Buying Process
The Buying Centre
Organizational Culture
Buying Situations
6-2
LO5
The Buying Centre
6-3
LO5
Organizational Culture
6-4
LO5
Buying Situations
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Purchasing for
the first time
Likely to be
quite involved
The buying
centre will
probably use all
six steps in the
buying process
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Buying additional
units or products
that have been
previously
purchased
Most B2B
purchases fall
into this category
Purchasing a similar product but
changing specifications
Current vendors have an
advantage
6-5
LO5
Role of the Internet in Business-toBusiness Marketing
6-6
LO5
Using Technology to
Protect Consumers
How can technology be used to improve
distribution and protect consumers?
6-7
LO5
Case in Point: Attacking
Counterfeiting in Pharmaceuticals
Challenge
Answer
Results
AmerisourceBergen, one of the
three biggest drug distributors in
the U.S., fighting counterfeiters.
AmerisourceBergin developed an
RFID system for tracking shipments
at the item level all the way through
the supply chain.
AmerisourceBergen has potentially
saved lives by preventing counterfeit
drugs from entering the distribution
channel.
6-8