3. Definition:Business to Business Marketing
Business Marketing is the practice of individuals, or
organizations, including commercial businesses, governments
and institutions, facilitating the sale of their products or services
to other companies or organizations that in turn resell them, use
them as components in products or services they offer, or use
them to support their operations
5. INDUSTRIAL VS CONSUMER MARKETING
Areas of Difference
B2B Market
Consumer Market
Market Characteristics
Geographically Concentrated
Geographically Disbursed
Relatively Fewer Buyer
Mass Market
Technical Complex
Standardize
Product Characteristic
Customized
Service Characteristic
Service , timely Availability
extremely Important
Somewhat Important
Buying Behavior
Involvement of Various functional
area from both the ends
Involvement of family members
Purchase Decisions are
performance based and rational
Purchase decisions are mostly
based on Physiological
/social/psychological needs
Technical Expertise
Relatively less technical expertise
is required
Stable Interpersonal relationship
Non- Personal relationship
6. INDUSTRIAL VS CONSUMER MARKETING
Areas of Difference
Industrial Market
Consumer Market
Channel Characteristic
More Direct
Indirect
Fewer Intermediaries
Multiple layer of
Intermediaries
Promotional
Characteristic
Emphasis on Personal Selling
Emphasis on Mass Media
(Advertising)
Price Characteristic
Competitive Bidding and
Negotiated Prices
List Price or MRP
List Price for Standard
Products
10. Problem Recognition
General Description
of Need
Product Specification
B2B BUYING
PROCESS
Supplier Search
Acquisition &
Analysis of Proposal
Supplier Selection
Selection of Order
Routine
Performance Review
11. ORGANIZATIONAL BUYING SITUATIONS
Straight Rebuy
The buyer routinely re-orders the
same product or service with out any
modification
Modify Rebuy
The buyer wants to modify product
specifications, price, service or
supplier
New Task
The buyer purchase product or
service for the first time
12. THE NATURE OF INDUSTRIAL BUYING AND BEHAVIOR
Organizational Buying
Behavior
Environmental Forces
Economic
Technology
Global Trade Relations
Organizational Forces
Goals , Objective &
Strategies
Group Forces
Roles, relative
influence, and
interaction pattern of
buying decision
participants
Individual Forces
Job Function, Past
Experience, and buying
motives of individual
decision participants
14. ROLES OF BUYING CENTER
Initiator :-
Recognition of Problem or Need
Buyer :-
Obtains the quotation
Supplier evaluation & Selection
Processing purchase order
Expediting deliveries
Implement the purchasing policies of the organization
User of Product/ Services ( Could be Initiator)
User:Influencer :Gatekeepers:Deciders:-
Individuals who could influence the purchasing decision
( Technical / Design Engineers / External consultants )
Individuals who control the flow of information to the
members of buying center
Individuals or group of people who make the actual purchase
decisions about the product or services
15. GOAL OF PURCHASING
• Uninterrupted Flow Material
• Manage Inventory
• Improve Quality
• Developing and Managing Supplier relationships
• Achieve Lowest total cost
• No or Less mediatory
16. ISSUES IN B2B MARKETING
• Complex decision making units
17. ISSUES IN B2B MARKETING
• Limited number of buying unit
18. ISSUES IN B2B MARKETING
• Long term buyers
• Less innovation
• Personal relationship
• Rely more on packaging
• Sub-brands are less effective
19. MISTAKES IN DIGITAL B2B MARKETING
1. Ignoring social media reach of your business
• Reach is an often overlooked metric by B2B marketers who are
focused on generating high-quality leads often at lower volume due
to the high average sale price for many B2B deals.
2. Posting Regularly On Social Media
• Companies need Social Media Marketing because it is the primary
vehicle for customer engagement.
• It enables customers to build long-term relationships
• Participate in two-way conversations
• Gains access to support and customer service.
You don’t need to be on every social network. In other words, as a
B2B you are wasting your time on Facebook, Pinterest or Instagram.
20. MISTAKES IN DIGITAL B2B MARKETING
3. Not Trying To Generate Lead
• Social media can have many applications for a business, including
customer service, public relations, and recruiting. But when it
comes to marketing, B2B social media is about lead generation
4. Blabbering About Boring Products
• A huge difference exists between generating leads with social
media and publishing boring, product-focused content. Social
media doesn't make your business interesting; that's your job.
5. Hiring the Same Old Marketer
• Social media can have many applications for a business, including
customer service, public relations, and recruiting. But when it
comes to marketing, B2B social media is about lead generation
