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B206 TMA05 ideas - Coggle Diagram

- - - - nature of demand
        
        B2C = direct demand
        
        B2B = derived demand (product is used to make another product)
      - nature of customers
        
        B2B = Heterogeneity = diverse customers
        
        B2C = homogeneity = customers are similar
      - market fragmentationm
        
        how many different customer segments there are
        
        B2B = greater fragmentation
        
        B2C = Less fragmentation
      - market complexity
        
        B2B = More complex
        
        B2C= Less complex
    - - buying process complexity
        
        B2B = more complex
        
        B2C = Less complex
        
        B2B more complex buying process, high value goods, more demand for monitoring, delivery etc
      - purchase professionalism
        
        B2B = More purchase professionalism
        
        B2C = less
      - degree of interactivity
        
        B2B = more interactive
        
        B2C = less interactive
        
        B2B buyers and sellers work together to create a product/solution. Ford website for B2B suggests it can work with the organisation to create the correct finance plan etc showing an awareness and willingness to work together. B2C website doesn't offer this I don't think? worth checking
      - formal written agreements
        
        B2B = More agreements
        
        B2C= fewer agreements
        
        formal agreements normal in B2B due to tendency to be higher volume and value purchases. Less common in B2C unless for something high value eg Cars and houses. this is a SIMILARITY for FORD
    - - personal selling
        
        B2B = extensive personal selling
        
        B2C= low
      - promotional strategies
        
        B2B = customer-specific promotion
        
        B2C = Mass market promotion
        
        conventional mass-marketing is less relevant for B2B, personalised agreement is more common. Is there promotion on either website?
      - Branding
        
        B2B = limited branding
        
        B2C = extensive branding
        
        impact of brand less important for B2B because extensive personal selling is involved. Ford B2B has a plainer website
      - Product complexity
        
        B2B = more complex products
        
        B2C = simpler products
    - - B2B purchases always involve a DMU, whereas B2C purchases can be individual
        
        Ford - a car is an expensive purchase so the B2C might have other stakeholders to consider (e.g. wife to consider finances and if she will drive it too)
      - 5 different people in B2B DMU ((Webster and Wind, 1972) week 24 online reference
        
        users
        
        appeal to efficiency, easy of use
        
        influencers
        
        case studies and product trials
        
        gatekeepers
        
        buyers
        
        deciders
      - Marketing needs to appeal to all DMU to get the decision approved
      - B2B buyers more risk averse because their jobs are at stake