B2B Marketing Strategies and Websites
Explore the world of B2B marketing, from understanding buyer behavior to developing B2B websites and leveraging e-commerce platforms and e-marketplaces. Discover the key decisions and practices that drive successful B2B transactions and learn how to effectively promote and distribute products in this specialized business environment.
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Presentation Transcript
CHAPTER 7 B2B AND THE B2B WEBSITE
7.1 INTRODUCTION If a business isn t a retailer, it sells its products to another business [B2B]. B2B categories marketing can be divided into four general 1.Services 2.Products that can be purchased in the same fashion as B2C 3.Products that are made to order that are used in the manufacture or provision of other products which might be repeat purchased, but not sold from stock 4.Raw materials to be used in manufacture or processing
7.2 B2B BUYER BEHAVIOUR In B2B marketing; 1.The method of both the decision-making process and the actual purchase differs from B2C, and 2.The range of products varies dramatically B2B buying practices Lead generation Key decisions
7.3 B2B WEBSITE DEVELOPMENT B2B buying process 1.Problem recognition 2.Develop specifications for required product/service 3.Search for products 4.Evaluate products and suppliers 5.Make purchase 6.After sales service Key decisions Promoting lead generation on the website
7.4 THE B2B E-COMMERCE WEBSITE Used for what are essentially consumable goods rather than commercial relatively low value. Purchases can be click-and collected, but in a B2B environment delivery included is a standard term of reference. Account-based facility for purchases is common. Key decisions products and are of
7.5 B2B E-MARKETPLACES the term has environment, its associated with B2B industry-specific markets. An element of the procurement process, but marketers must be aware of the e-marketplace s that they can make best use of them in the promotion and distribution of their products. Often, restricted to membership community. Online auctions and tendering Key decisions Although crossed are into more a the commonly variety B2C origins trading in of function so of an industry
