prin-b-to-b
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pritingTRANSCRIPT
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Business to Business MarketingProfessor Lawrence FeickUniversity of Pittsburgh
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Organizational markets compared to consumer markets Fewer buyersLarger purchasesDerived demand
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Organizational markets compared to consumer markets (continued)Differences in the purchasing processprofessional buyingthe buying centerbuyclass
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Organizational Buying ProcessObtain Feedback and Evaluate PerformanceSelect Order RoutineEvaluate Proposals and Select SupplierAcquire and Analyze ProposalsSearch for and Qualify SourcesDescribe Characteristics and QuantityDetermine Characteristics and QuantityRecognize Problem and General Solution
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The Buying CenterParticipants in an organizations buying decision
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The Buying CenterUSERSBUYERSDECIDERSINFLUENCERSGATEKEEPERS
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Organizational buyclassesStraight rebuyModified rebuyNew task purchase
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Figure 9.9aChryslers Vendor Analysis FormSupplier Rating Chart:Commodity:__________Supplier Name:__________Annual Sales Dollars:__________Shipping Location:__________ 5 4 3 2 1 0Ex.GoodSat.FairPoorN/AQuality 40%Supplier defect rates__________________SQA program conformance__________________Sample approval performance__________________Responsiveness to quality problems__________________Overall quality rating__________________
Delivery 25%Avoidance of late or overshipments__________________Ability to expand production capacity__________________Engineering sample delivery performance__________________Response to fluctuating supply demands__________________Overall delivery rating__________________
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Figure 9.9bChryslers Vendor Analysis Form 5 4 3 2 1 0Ex.GoodSat.FairPoorN/APrice 25%Price competitiveness__________________Absorption of economic price increases__________________Submission of cost savings plans__________________Payment terms__________________Overall price rating__________________
Technology 10%State-of-the-art component technology__________________Sharing research development capability__________________Capable and willing to provide circuit design services__________________Responsiveness to engineering problems__________________Overall technology rating__________________
Buyer:__________ Date:__________
Comments:_______________________________________________________
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Summary: comparing business to business marketing and consumer marketing (text: Table 9.2) Business-to-Business MarketingConsumer-Goods Marketing
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Summary: comparing business to business marketing and consumer marketing (continued)Business-to-Business MarketingConsumer-Goods MarketingSource: Based on Michael Hutt and Thomas Speh, Business Marketing Management, 5th ed. (Fort Worth, Tex: The Dryden Press, 1995), pp. 11-13.
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Implications Importance of relationshipsImportance of personal sellingUnderstanding our customers customersAffecting final consumer demandSolving our customers business problems