Please enable JavaScript.
Coggle requires JavaScript to display documents.
Week 24 B2B Marketing - Coggle Diagram
Week 24 B2B Marketing
Brennan et al. (2017) classify B2B products
Installations: These are facilities (e.g. factory flooring) and non-portable major equipment (
Accessory equipment: These are small items of equipment (e.g. hand tools
Raw materials: These are basic materials (e.g. wood, plastic,
Manufactured material and parts:finished steel
Maintenance, repair and operating (MRO) supplies: lubricant
Business services: consulting
DMU B2B
users
influencers
gatekeepers
deciders
buyers
B2B business and commercial
foundation goods to make other products
facilitating goods help org achieve objectives
entering goods - become part of another product
manufacturers
market charachteristics
Nature of demand
Nature of customers
Market fragmentation
Market complexity
Buying behaviour
Buying process complexity
Purchase professionalism
Degree of interactivity
Formal written agreements
marketing practices
Personal selling
Promotional strategies
Branding
Product complexity
B2B Government organisations
procurement process (public)
health, defence, schools, gov
guarrenee stable economy
major buyers in b2b
Institutional organisations
charities, unis, hospitals, schools
Sponsorship:
Transaction-based:
Joint-promotion:
In-kind contribution:
Cross section alliances such as=
tight budgets
aftermarket
after purchase support
Cohens 6 steps to imrpove after sales service quality
B2B Resellers