1. Business Marketing 6 Prepared by Deborah Baker
Texas Christian University

2. Learning Objectives 1. Describe business marketing
Chapter 6
Learning Objectives
1. Describe business marketing
2. Describe the role of the Internet in business marketing
3. Discuss the role of relationship marketing and strategic alliances in business marketing

3. Learning Objectives (continued)
Chapter 6
Learning Objectives (continued)
Identify the four major categories of business market customers
Explain the North American Industry Classification System
6. Explain the major differences between business and consumer markets

4. Learning Objectives (continued)
Chapter 6
Learning Objectives (continued)
7. Describe the seven types of business goods and services
8. Discuss the unique aspects of business buying behavior

5. Business Products Key is intended use
Chapter 6
Business Products
Are used to manufacture other products
Become part of another product
Aid the normal operations of an organization
Are acquired for resale without change in form
Key is intended use 1

6. The Role of the Internet in Business Marketing
Chapter 6
The Role of the Internet in Business Marketing
Business Internet Uses
THEN
AND
NOW
Revenue Generation Basic Marketing Communication
Reduce costs Build partnerships and alliances Build and support branding 2

7. Categories of Business Market Customers
Chapter 6
Categories of Business Market Customers
On Line
Producers
Resellers
Governments
Institutions 4

8. Industry Classification
Chapter 6
NAICS
North American
Industry Classification
System
NAICS A detailed numbering system developed by the U.S., Canada, and Mexico to classify North American business establishments by their main production processes. 5

9. Business vs. Consumer Markets
Chapter 6
Business vs. Consumer Markets
Characteristic
Demand
Volume
# of Customers
Location
Distribution
Nature of Buy
Buy Influence
Negotiations
Reciprocity
Leasing
Promotion
Business Market
Consumer Market 6

10. Demand in Business Markets
Chapter 6
Demand in Business Markets
Demand is...
Derived
Inelastic
Joint
Fluctuating 6

11. Types of Business Products
Chapter 6
Types of Business Products
Major Equipment
Accessory Equipment
Raw Materials
Component Parts
Processed Materials
Supplies
Business Services 7

12. Business Buying Behavior
Chapter 6
Business Buying Behavior
Customer Service
Business Ethics
Buying Situations
Evaluative Criteria
Buying Centers
Aspects of Business Buying
Behavior 8

13. Roles in the Buying Center
Chapter 6
Roles in the Buying Center
Initiator
Influencers
Gatekeepers
Decider
Purchaser
Users 8

14. Evaluative Criteria for Business Buyers
Chapter 6
Evaluative Criteria for Business Buyers
Price
Service
Quality 8

15. A situation requiring the purchase of a product for the first time.
Chapter 6
Buying Situations
New Buy
Modified
Rebuy
Straight
A situation requiring the purchase
of a product for the first time.
A situation where the purchaser wants some change in the original good or service.
A situation in which the purchaser reorders the same goods or services without looking for new information or investigating other suppliers. 8

16. Review Learning Objective 8
Chapter 6
Review Learning Objective 8
Buying Center
Evaluative Criteria
New Buy Straight Rebuy Modified Rebuy
Customer service 8