Transcript 05b - CANVAS - B2B Marketing

BUSINESS-TO-BUSINESS
B2B Marketing
1
Business - to - Business Marketing
Marketing of products/services to businesses
that buy for purposes other than personal
consumption
 Resale
 Use in producing other products
 Use in daily business operations
2
B2B Decision Making Process
Problem recognition
Information search
Alternative evaluation
Purchase decision
Post-purchase evaluation
3
B2B vs B2C
Market Characteristics
Product/Service Characteristics
Buying Product Characteristics
Marketing Mix Characteristics
4
B2B Market Characteristics
Fewer customers exist
Larger purchase quantities, more frequent
replenishing
Derived demand
 Driven by predicted demand for consumer
products/services
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Derived Demand for Forestry Products
Demand for Education
Derived demand for Textbooks
Derived demand for Paper
Derived demand for Pulp
Derived demand for
Forestry Products
6
Product Characteristics
Often more technical in nature
Bought based on specs
Purchased raw or semi-finished
Augmented product characteristics are key
 Delivery capabilities
 Customer, Technical service
 Pre and post-sale
7
Buying Process Characteristics
Longer sales cycle
Professional buyers who are very well informed
 Purchase using pre-determined policies and procedures
Multiple buying influences
 Many people involved in decision
 Decision-makers, influencers, users
More rigid or complex objectives
 ROI
 Max profit
 Increased efficiency
 Regulatory requirements
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Buying Process Characteristics
Negotiations are common
Long-term agreements
Decisions more rational but personal goals still
influence decisions
 Advancement
 Financial rewards
 Safety/security
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