b2b mkt

1. procurement management: The planning, organizing, and coordination of all the activities relating to purchasing goods and services needed to accomplish the mission of an organization
2. maverick buying: Unplanned purchases of items needed quickly, often at non-prenegotiated higher prices

Price, Product, Promotion, Place, People, Process, Physical Environment

1. Skimming
2. Penetration
3. Psychological cost-plus
4. Loss leader

1. Design
2. Technology
3. Usefulness
4. Convenience
5. Value
6. Qualtity
7. Packaging
8. Branding
9. Accessories
10. Warranties

1. Special offers
2. Advertising
3. Endorsement
4. User trials
5. Direct mailing
6. Leaflets, poster
7. Free gifts
8. Competitions
9. Joint ventures

1. Retail
2. Wholesale
3. Mail order
4. Internet
5. Direct sales
6. Peer to peer
7. Multi Channel

1. Employees
2. Management
3. Culture
4. Customer service

1. Especially relevant to service industries
2. How are services consumed?
   • Contact
   • Reminders
   • Registration
   • Subscription
   • Form filling
   • Degree of technology

1. Smart
2. Run down
3. Interface
4. Comfort
5. Facilities

Segmentation helps marketers develop the most appropriate strategy.

1. Segmentation by demographics (size of revenues or employees)
2. Segmentation by customer type (industry, product specifications, NAFTA)
3. Segmentation by end-use application (use of the product)
4. Segmentation by purchase categories (organizational buyer characterisics)

1. Geographic market concentration (More concentrate than B2C, Internet improves)
2. Sizes and number of buyers (less customer than B2C, customers are large organizations)
3. Purchase decision process
4. Buyer seller relationship
5. Evaluation international business markets

1. Derived demand
2. Volatile demand
3. Joint demand
4. Inelastic demand
5. Inventory demand

Buying center Participants in an organizational buying action. Buying center roles:

1. Initiator
2. Users
3. Gatekeeper
4. Buyer
5. Influencer
6. Decider

1. Achieve Lowest total cost
2. Uninterrupted Flow Material
3. Improve Quality
4. Developing and Managing Supplier relationships
5. Manage Inventory
6. No or Less mediatory

1. Marketers may have difficulty identifying members of foreign buying centers.
2. Marketers who can quickly identify decision makers have an advantage over competition

1. Combining several sales associates or other staff to help the lead account representative reach all those who influence the purchase decision.
2. May include members of the seller firm’s own supply network in the sales situation.

1. Purchases typically involve dozens of interested parties and may be influenced by social goals.
2. Most federal government purchases must go through a complex bidding process governed by the Federal Acquisition Regulation.
3. GSA Advantage allows government buyers to make purchases online at preferred government prices.

1. Include schools, hospitals, libraries, foundations, and others.
2. Multiple buying influences can affect buying decisions, such as conflicts between professional staff and purchasing departments.

1. Marketers must consider buyers’ attitudes and cultural patterns.
2. Local industries, economic conditions, geographic characteristics, and legal restrictions must all be considered.
3. Foreign governments are also an important market.

Conventional: face-to-face events, print advertising, customized magazines, Telemarketing

Digital: Email, Webcast, Articles & Blogs, Podcast (audio/video), Search Advertisements, Social Networks, E-news Letters, Webinars, White Papers

1. Problem Recognition
2. General Description of Need
3. Product Specification
4. Supplier Search
5. Acquisition & Analysis of Proposal
6. Supplier Selection
7. Selection of Order Routine
8. Performance Review

1. Straight buy
2. Modify buy
3. New task

1. Environmental Forces
2. Organizational Forces
3. Group Forces
4. Individual Forces

1. Complex decision making units
2. Limited number of buying unit
3. Long term buyers
4. Less innovation
5. Personal relationship
6. Rely more on packaging
7. Sub-brands are less effective

1. Ignoring social media reach of your business
2. Posting Regularly On Social Media
3. Not Trying To Generate Lead
4. Blabbering About Boring Products
5. Hiring the Same Old Marketer

1. Contract purchasing
2. Spot purchasing
3. Multi-tier supply chain
   • Complex series of transactions between firm and thousands of suppliers, supplying thousands of goods

Broadly defined communications protocol for exchanging documents among computers. EDI provides for exchange of critical business information between computer applications supporting wide variety of business processes.

Collaborative Commerce (C-Commerce) is considered to be the replacement of E-Commerce and hence the next stage in the development of electronic business solutions. It is defined as ´”an application of an interorganization information system for electronic collaboration between business partners and organizational employees” 1). Among all parties that are participants of the Value_chain (customers, suppliers and trade partners), a C-Commerce solution forms a joint platform to design, create, manage and administrate real-time data.

1. Net marketplaces:

• Bring together potentially thousands of sellers and buyers in single digital marketplace operated over Internet
• Transaction-based
• Support many-to-many as well as one-to-many relationships

1. Private industrial networks:

• Bring together small number of strategic business partner firms that collaborate to develop highly efficient supply chains (Procter & Gamble’s Private Industrial Network)
• Relationship-based
• Support many-to-one and many-to-few relationships
• Largest form of B2B e-commerce

1. Concerns about sharing of proprietary, sensitive data
2. Integration of private industrial networks into existing ERP systems and EDI networks difficult, expensive
3. Requires change in mindset and behavior of employees and suppliers

–All participants lose some independence