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B2B 6

B2B

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19 views1 page

B2B 6

B2B

Uploaded by

niki
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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 We discussed about the differentiators in industrial marketing: external and internal

environment. External environment has a concentrated customer base and the buying
and selling process is also complex. Customisation takes place in the internal
environment and they make to order
 Framework of B2B Marketing: Corporate vision and mission will help in developing
marketing objectives and strategies. Post which we formulate marketing mix and
implement marketing program. The program will be monitored and evaluated for its
effectiveness
 Organisational buying: Formal organisations establish a buying situation, identify,
evaluate and choose among alternative suppliers/vendors
 Unique dimensions of organisational buying behaviour: Organisation buying is
purposive and rational. Organisational buyers buy “on behalf” and are knowledgeable.
 Roles of buying centre participants: Initiator, gatekeeper, influencer, decider,
purchaser and user. Buying centre consists of individuals who take part in the
purchasing decision. The number of individuals involved varies based on the
organisation.
 Stages of industrial buying: problem recognition, general description of need, detailed
description of product specification, supplier search, acquisition and analysis of
proposals, supplier selection, selection of an order routine and performance review.
 The Buy-Grid model to understand the rational industrial buying behaviour

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