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Neha - Sheenam – Jagmohan – Sompal - Deepa

SELLING LCD TELEV ISION TO FIVE STAR HOTEL

Characteristics of B2B marketing

1. Derived demand2. Complexity of buying process3. Buyer power4. Buyer-seller relationship5. Payment system

B2B MARKETING

HOW B2B IS DIFFERENT?

The 5-star hotel need the LCD Television to give aesthetic look and with the updated technology.

• Lobby• Reception• Coffee Bars• Security Rooms• Hotel Rooms

DERIVED DEMAND

UnexpectedSituational

Factors

UnexpectedSituational

Factors

Attitudes of

Others

Attitudes of

Others

PARTICIPANTS IN THE ORGANIZATIONAL BUYING PROCESS

EthicalDecision-

Making Unit of a

Buying Organization is Called

Its Buying Center.

Users Influencers

BuyersGatekeepers

Roles Include

Deciders

Approvers

MAJOR INFLUENCES ON ORGANIZATIONAL BUYERS

ORGANIZATIONAL BUYING DECISIONS

1. Problem Recognition

2. General Need Description

3. Product Specification

4. Supplier Research

5. Proposal Solution

6. Supplier Selection

7. Order-Routine Specification

8. Performance Review

PROBLEM RECOGNITION

Problem recognition is when someone in a company recognizes a problem or need that can be met by acquiring a good or a service

Problem recognition can occur because of internal and external stimuli

GENERAL NEED DESCRIPTION

General need description is when a company describes the general characteristics and

quantity of a needed item

What are some items that would be included in a general needs description for a training

meeting?

PRODUCT SPECIFICATION

Product specification is when the buying organization decides on and specifies the best technical product characteristics for a needed

itemWhat are some items that would be included in

a product specification description for a training meeting?

SUPPLIER SEARCH

Supplier search is when a buyer tries to find the best vendor

What are the best ways for buyers to identify suppliers?

PROPOSAL SOLUTION

Proposal solution is when qualified suppliers are invited to submit proposals

What are some important tools for writing and researching a proposal?

SUPPLIER SELECTION

Supplier selection is when a buyer receives proposals and selects a supplier or suppliers

What are the six attributes that meeting

planners consider when selecting a location

ORDER-ROUTINE SPECIFICATION

Order-routine specification when a buyer writes the final order with the chosen supplier(s), listing the

technical specifications, quantity needed,

expected time of delivery, return policies,

warranties, and so on

PERFORMANCE REVIEW

Performance review is when a buyer rates its satisfaction with suppliers, deciding whether to

continue, modify, or drop the relationship

Since the buyer are limited the LG shortlists a couple of 5-five star hotels to target .The buyers have the power to

customise the product and negotiate for the better price .

In the B2B market the buyer has the power to decide the product ( Derived Demand ) better service ( buyer seller

relationship ).

The influence the product , place and price for the seller to agree upon the purchase.

BUYER POWER

Converting the 4P’s into the 6B’s

Product Buyer needPrice Buyer costPromotion Buyer information & communicationPlace Buyer convenience

- Buying process- Buyer management

BUYER-SELLER RELATIONSHIP

• Customized features for the security purpose television• Better price

• Servicing at zero response time

LG OFFERS TO THE HOTEL

THANK YOU Jagmohan Sompal Neha Sheenam

Deepa