B2B

B2B chapter-1 : 

B2B chapter-1 Presented by Santosh kumar Reg -5063

THE NATURE OF B2B MARKETING : 

THE NATURE OF B2B MARKETING Understand What is industrial (or Business to Business) Marketing? Know What are the differences in the characteristics of industrial and consumer marketing? Find out Why the demand for industrial goods and services are called “Derived demand” ?

Slide 4: 

SUMMARY OF CHAPTER-1 Industrial / Business Marketing is marketing of products / services to business firms. Differences between Industrial & Consumer marketing are seen in areas / Characteristics like Market, Product, Buyer Behavior, Channel, Promotion & Price. Industrial Demand is derived from demand for consumer goods / services.

Needs and Wants : 

Needs and Wants Needs are basic human requirements Wants are needs directed to specific objects/services that might satisfy the need

Sales concept : 

Sales concept Sales concept – by the early 1930’s production concept had become common place competition increased and there was unfulfilled demand. The key questions that firm would ask before producing a product were Can we sell the product? Can we charge enough for it?

What is B2B marketing? : 

What is B2B marketing? B2B marketing is also known as induxtrial marketing or organization marketing B2B marketing is marketing of products and services to business organization Business organization includes mfg companies, govt undertakings, pvt sector org, educational instituitions, hospitals, distributors and dealers so on….

Slide 8: 

However there are differences b/w the B2B and consumer marketing . Geographically concentrated – disbursed Fewer buyers - mass Customised - standardised Service, time are imp - somewhat imp Involvement of many – family members Technical complexity – less SCM very imp - not that much Direct - indirect Fewer middle men - less

Derived demand : 

Derived demand The demand for industrial products and services does not exist by itself. It is derived from ultimate demand for consumer goods and services.

Purchasing objectives : 

Purchasing objectives Delivery Product quality Lowest price Services Supplier relationship