B2B(精品·公开课件).pptVIP

B2B Marketing Differences to B2C marketing Products and services are purchased to fulfil NEEDS in B2B marketing. * To purchase components and services in order to make products that satisfy consumers desires. * To purchase a ready made product for onward sales to businesses for sale to consumers, or other distributors B2B Marketing Purchase of services to support the businesses NEEDS in operating the business and its legal obligations Banks Accountants Expert consultancy services Recruitment agencies Vehicle Leasing companies Transport providers – air; rail; road; sea External data management and information providers Interim management and temporary staff agencies (to mention just a few) B2B Marketing B2C – consumers purchase to satisfy desires. The difference is the degree to which emotion plays a part in the decision process In small groups discuss the decision processes in the following situations. BCU’s decision to subscribe to “Emerald” business journal catalogue. A member of your groups recent purchase of clothing. Birmingham City Councillors decision to build the new City Library. B2B Marketing Consumer behaviour is seen to be much more affected by our emotional attachment to products and in particular brands. B2B purchase behaviour is seen to be much more driven by cognitive – active intellectual evaluation of product attributes But, this is an oversimplification of B2B decision processes, which whilst heavily biased to cognition is influenced by emotion. B2B Marketing The Buyer Decision Process in large B2B’s The Decision Making Unit (DMU) Gate Keepers Users Influencers Purchasers Decision Makers B2B Marketing B2B purchases are either – small in number items purchased, but of high value. Vast quantities purchased each item being of little value. B2B Marketing Three types of buying situation in B2B Straight Rebuy Modified Rebuy New Project B2B Marketing Nature of the Product in B2B marketing ALL products – B2