Learning Objective

1. Review key differences in Org/B to B Markets

Generalizations

     1. Demand Characteristics

              Derived

              Inelastic

              Fluctuating

              Cyclical

             Marketing Implications:

     2. Market Characteristics-Concentrated

              Fewer buyers
              Larger purchases
              Geographic

               Marketing Implications:

     3. Purchase Process

              A. Professional Purchasing

                   1. Knowledgeable Buyer

                   2. Purchasing Strategy/Goals

                   3. Structured Process

                   Marketing Implications:

              B. Close/Enduring Relationship
 
                   1. Transactional to Collaborative

                   2. Power

                   3. Connectors-
                         Information Exchange
                         Operational Linkage
                         Legal Bonds
                         Cooperative Norms
                         Specific Adaptations

                        Marketing Implications: 

              C. Complex

               1. Product/Services
               2. Decision Making

                   Marketing Implications:

    4.. Buying Centers

                Defined-everyone involved in the purchase of a B-to-B product
           
                Roles

                   Marketing Implications:

    5. Purchase Situations

             Straight Rebuy

             Modified Rebuy

             New-task Buy

                Marketing Implications: