Business to Business
Marketing
Discussion Points
• What is B2B Marketing
• Who is B2B Marketing for ?
• Creating B2B Marketing Strategy
• B2B vs B2C marketing
• Business Marketing
• 5 P’s of Marketing
• Marketing mix for B2B Marketing
• What are major goods classification of B2B Products
• Why are there more transactions in B2B markets than B2C markets?
Why are there fewer buyers ?
• Explain what is derived demand
• Organizational Buying Behavior
• Relationship Management
• Segmenting the business market
• Managing products and new innovation management in B2B Market
• Managing services in B2b market
• Channel Management in B2b Market
• Price Management in B2B Market
• Channel Management in B2B Market
• E-Commerce in B2B Market
• Business Marketing Communication
Business to customer Market ( B2C )
The term business to customer market refers to the process of selling
products and services directly between a business and consumers who
are the end users of its products and services
B2C Marketing -
-It is traditionally referred to shopping mall , eating at restaurants
I.e. – Big Bazar, D-Mart , CCD
-Digital B2C refer online retailers who sell products and services to
consumers through the internet
Ebay, Myntra
What is B2B
Business-to-business is a situation where one business makes a
commercial transaction with another. This typically occurs when: A
business is sourcing materials for their production process for output, i.e.
providing raw material to the other company that will produce output.
Business-to-business (B2B), also called B-to-B, is a form of transaction
between businesses, such as one involving a manufacturer and
wholesaler, or a wholesaler and a retailer. Business-to-business refers to
business that is conducted between companies, rather than between a
company and individual consumer.
• B2B Example –
Automobile Manufacturing –
In every model of car or truck they produce /procure dozens of other
companies products .Tires , batteries ,electronic equipment's , door
locks
( Maruti ,Honda )
B2B
• Is Google – B2B or B2C
• Is Amazon – B2B or B2C
• Is YouTube – B2B or B2C
• Is Facebook – B2B or B2C
B2B Example
Portfolio includes
• Heating
• Cooling
• Water
• Waste Management
They are providing –
Energy /power generation equipment's
Environment ( Air pollution control equipment's )
Chemicals Industry equipment's
Alibaba Group
• E –Commerce Company
• Chinese multinational organization
• Hold on various areas-
Retail
E-Commerce
Technology
Artificial Intelligence
B2B ,B2C
Amazon Business
Why successful ?
• Focuses on innovation
• Focuses on delighting customers
• Amazon diversifies it’s products catalog
• Amazon becomes a marketplace
B2B vs Consumer Market
Areas of Difference B2B Marketing Consumer Marketing
Market Characteristics Geographically concentrated Geographically distributed Mass
relatively few buyer Market
Product Characteristics Technically Complex ,Customized Standardize
Service Characteristics Service ,timely availability Somewhat important
extremely important
Channel characteristics More direct ,few intermediaries Multiple layer intermediaries
Promotional Characteristics Emphasis on personal selling Emphasis on mass media
Price Characteristics Competitive bidding and List price on MRP
negotiated prices
The Nature of Buying for B2B
• Industrial Buying
Industrial buying, also known as organizational buying or business
buying, is the process of making purchase decisions regarding raw
materials, product components, finished goods or services for the
intent of profiting from those decisions.
Industrial Buying Behaviour
Problem Identification
Determination of requirement characteristics
Product specifications
Tracking down potential suppliers
Making analysis and obtaining quotations
Evaluation of quotation
Placing an order
Check ups on supplier and delivery
Consumer Buying Behaviour
• Problem Recognition
• Information Search
• Evaluation of alternatives
• Purchase Decisions
• Purchase
• Post purchase behaviour
Who is B2B Marketing for
B2B Marketing strategy -
• Prioritize customer reviews , testimonial
• Research customer pain points
• Use B2B SEO
• Use Social media for business
• B2B Marketing Advertising
Classroom writing -
• What are the major differences between B2B and B2C how would
these differences affect formulating a B2B Strategy ?
• Write down characteristics of B2B Marketing
• What are the most important tool a b2b product manager would use
to achieve his/her objectives
