Define the business market and explain how
business markets differ from consumer markets
 Identify the major factors that influence
business buyer behavior
 List and define the steps in the business buying
decision process
 Compare the institutional and government
markets and explain how institutional and
government buyers make their buying decisions
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Market Structure and Demand
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Nature of the Buying Unit
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Types of Decisions and the Decision Process
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Nature of the Buying Unit
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Types of Decisions and the Decision Process
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Let’s look at Dow Plastics
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straight rebuy
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modified rebuy
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new task
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Users
Influencers
Buyers
Deciders
Gatekeepers
Most B-to-B marketers recognize that
emotion plays an important role in business
buying decisions
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Environmental Factors
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Organizational Factors
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Interpersonal Factors
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Individual Factors
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“When doing business in a foreign country
and a foreign culture—particularly a nonWestern culture—assume nothing,”
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“Take nothing for granted. Turn every stone.
Ask every question. Dig into every detail.
Because cultures really are different, and
those differences can have a major impact.”
Business-to-business e-procurement yields many
benefits. First, it shaves transaction costs and results
in more efficient purchasing for both buyers and
suppliers.
 Reduces the time between order and delivery. And a
Web-powered purchasing program eliminates the
paperwork associated with traditional requisition and
ordering procedures and helps an organization keep
better track of all purchases.
 Frees purchasing people from a lot of drudgery and
paperwork.
 Sources suppliers to reduce costs and develop new
products
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Institutional market consists of schools,
hospitals, nursing homes, prisons, and other
institutions that provide goods and services
to people in their care.
In the United States federal, state, and local
governments contain more than 82,000
buying units that purchase more than $1
trillion in goods and services each year
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A deeper look at the marketing mix: the
tactical tools that marketers use to
implement their strategies and deliver
superior customer value.
Define product and the major classifications of
products and services
 Describe the decisions companies make
regarding their individual products and services,
product lines, and product mixes
 Identify the four characteristics that affect the
marketing of services and the additional
marketing considerations that services require
 Discuss branding strategy—the decisions
companies make in building and managing their
brands
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Levels of Product and Services
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Consumer products
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Convenience products
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Shopping products
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Specialty products
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Unsought products
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Materials and parts include raw materials and
manufactured materials and parts
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Person marketing
Place marketing
Ideas
Social marketing
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Product Quality
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Product Features
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Product Style and Design
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Branding helps buyers in many ways. Brand
names help consumers identify products that
might benefit them. Brands also say
something about product quality and
consistency—buyers who always buy the
same brand know that they will get the same
features, benefits, and quality each time they
buy
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Labeling
Product Support Services
Product Line Decisions
Product Mix Decisions
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The Nature and Characteristics of a Service
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Brand Equity
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Brand Positioning