《B2B versus B2C Marketing》-公开·课件设计.pptVIP

B2B versus B2C Marketing B2C=Business-to-Consumer Market= businesses sell products and services to consumers for household or personal use B2B=Business-to-Business Market= businesses sell products and services to other businesses for use in their daily operations or for making other products and services B2C versus B2B Marketing The B2B market is 5X as large as the B2C market in the USA. Sectors of the B2B Market Producers Middlemen Government Units Nonprofits Sectors of the B2B Market Producers – includes all manufacturers and service providers; buy goods to use in making other goods or services Middlemen – buy goods for resale; includes all retailers and wholesalers (distributors, vendors) Government – includes all federal, state, and local governments and govt. agencies Nonprofit – includes charities, schools and universities, museums, etc. B2B Marketing is Different! There are fewer customers and they require dependable relationships and a high level of service. Marketing tends to be done by personal selling ( one-on-one) calls to the customer. Specialized media such as trade journals, sales brochures, web sites, trade shows are used rather than traditional mass media. Emotional or Rational Buyers?(Considerations of B2B Buyers) Buyers must purchase according to a set of purchasing specifications Focus on Quality (including ISO 9000 certification) Total costs to purchase and use Reliability Value in use Savings possible via e-commerce What is ISO 9000? A very detailed process for documenting quality according to internationally recognized standards. Some international companies won’t buy from you if you aren’t ISO 9000 compliant. Three Kinds of Organizational Purchases Straight rebuy a routine repurchase that may have been made many times before Modified rebuy the in-between process where some review of the buying situation is done—though not as much as in new-task buying New-task buy a firm has a new need and the buyer wants a great deal of information P