Deck 7: Business-To-Business Marketing

Question 1

Describe how you would expect firms to interact with UPS. Use the steps inthe B2B buying process discussed in the chapter to facilitate your discussion.

Answer 1

Company A first started its business with the delivery of product and services to the required locations. Then it expanded its business to consulting, mail, e-commerce, financial services and international trade management. Overall the company believed in environmental and social sustainability. The company has always tried to be innovative in their services. Furthermore the company is developing new sustainability programs that will not only provide direction to its competitors but also help in enhance their business towards environmental and social responsibility.
Since the company believes and environment sustainability like in the case of delivering business it started using electric vehicles which are environment friendly. The company provides services to other companies so the Company A will approach the other firms.
The buying process of the company would be as follows:
1. Need recognition:
The company A may need to know the requirements of the other firms for any kind of services if they need. For this the business development manager of the company may need to meet other firms sales team for knowing requirement of services or the company A may give advertisement over social media for sending the requirements to company A. So that other firms may contact Company A easily. Sometimes companies post their requirements in newspapers as well.
2. Product specification:
The other firms will send their specific requirements to company A. The specification will be in detail. Like if other firms requires social media advertising to reach the right audience. The firms will now ask for RFP from company A.
3. Request for proposal :
The Company A will now send the RFP to the other firm will all details and rated.
4. Proposal analysis, vendor negotiation and selection:
The other firm will now analyze the proposals if not satisfied may negotiate and then select the proposal. Since lot of firms may also give proposals for the same service.
5. Order specification:
The firm will now give purchase order to company A. The order will have all details regarding the kind of services they want, delivery, rates, and other conditions. The company after accepting the terms will acknowledge and accept the order.
6. Vendor performance assessment:
The firm will analyze the performance of company A and ask them to improve if they find any loopholes.

Question 2

What are the various B2B markets

Answer 2

Business to business process:
A process of conducting business between the companies for a specific purpose and for a consideration is termed as business to business marketing.
Business to business markets:
The following are the various kinds of business to business markets:
• Seller selling the product to the sellers
• Institutions buying products from the seller
• Government buying products from any business outlet
• Manufacturer and service provider purchases from any other business concern

Question 3

Provide an example of each of the four key types of B2B organizations.

Answer 3

Business to business market refers to the market which deals with the process of buying and selling of goods and services which can be used for production of other goods. It can be products or services. The company issues requirement gets proposals from various vendors and then after analysis gives the purchase order. There are some goods which are purchased for the purpose of reselling and there are some goods which purchased for their organization itself.
The various types of B2B organizations are as follows:
1. Manufacturer\ service providers:
Manufacturers are the ones which manufacturers product for other companies. This means the company manufactures components or parts of material for manufacturing other things like for example some company's manufacturer's auto parts like tyres, lights, seats etc for a car and these are sold to the big automobile companies.
Service providers are the one who gives services to other organizations like consultancy services to big IT companies.
2. Resellers:
Resellers are the ones who resell the manufactured product to other party like wholesalers purchases product from manufacturers and then the wholesalers sells the same to the retailers without altering the product. E.g. Distributers sell biscuits to retail shops and then the retail shops sell those biscuits to customers.
3. Institutions:
Institutions means the big organizations like schools, colleges etc. The colleges need every kind of equipments for their colleges to work like furniture, computer systems, other machineries etc. They need to be purchased from other vendors.
4. Governments:
Governments also make procurements for their country. They issue tenders and then get proposals from vendors. After analysis of the rates and vendor give the purchase orders. Like purchasing aircraft from other country.

Question 4

Ballymaloe Country Relish is an Irish delicacy, sold in fine food stores throughout Ireland. For consumers outside Ireland, it also lists various sellers in different countries. Visit ballymaloecountryrelish.ie, click on "Where Can I Buy," and find the most convenient source for you personally. Why does Ballymaloe offer such information and direct links to other retailers What benefits does doing so provide the relish maker, there tailer, and customers

Question 5

B2B VENDOR ANALYSIS
Help David evaluate two software vendors. He has created a chart to help him decide which one to pick. He has rated the two vendors on brand strength, timeliness of deliveries, product quality, and ease of ordering. His firm is generally most interested in quality and then in timeliness. Reputation is somewhat important. The ease of ordering is least important. Please use the toolkit provided at http:\\www.mhhe.com\grewal4e to specify the importance weights and help David pick the best software vendor.

Question 6

Manufacturers, resellers, government, and auctioneers on eBay all have alternativedelivery options. Describe some ways that UPS provides greater valueto these various types of customers than its competitors can. (It might help toreview its website athttp:\\www.UPS.com.)

Question 7

Identify the stages in the B2B buying process.
2. How do you perform a vendor analysis

Question 8

What are the major differences between the consumer buying process discussed in Chapter 6 and the B2B buying process discussed in this chapter Use buying a desktop for personal use versus buying over 100 desktops for a firm to illustrate the key points.

Question 9

Siemens worked with the custom motorcycle manufacturer Orange County Chopper to buildthe Smart Chopper-the first electric motorcycle. Visit http:\\www.usa.siemens.com\smartchopper\ to learn about the specifications and details of this new form of chopper. How is Siemens using this innovation to improve its relationships with its business customers What other outcomes might this services provider expect from its efforts

Question 10

What factors affect the B2B buying process
2. What are the six different buying roles
3. What is the difference between new buy, rebuy, and modified rebuy

Question 11

Assume you have written this textbook and are going to attempt to sell it to your school. Identify the six members of the buying center. What role would each play in the decision process Rank them in terms of how much influence they would have on the decision, with 1 being most influential and 6 being least influential. Will this ranking be different in other situations

Question 12

Provide an example of the three types of buying situations that the bookstore at your school might face when buying textbooks.

Question 13

Mazda is trying to assess the performance of two manufacturers that could supply music systems for its vehicles. Using the information in this table, determine which manufacturer Mazda should use. Performance Evaluation of Brands
Notes: Performance is rated on a scale of 1-5, where 1 = poor and 5 = excellent.

Question 14

Describe the organizational culture at your school or job. How world knowledge of this particular organization's culture help a B2B salesperson sell products or services to the organization.

Question 15

You have just started to work in the purchasing office of a major pharmaceutical firm. The purchasing manager has asked you to assist in writing an RFP for a major purchase. The manager gives you a sheet detailing the specifications for the RFP. While reading the specifications, you realize that they have been written to be extremely favorable to one bidder. How should you handle this situation