B2B

Question 1

What is b2b marketing?

Answer 1

marketing activities that relate to business transactions between companies and organizational customers

Question 2

organizational customers

Answer 2

governmental org, private sector companies (user; OEM; retailers), public and non-profit instutions

Question 3

characteristics of B2B marketing

Answer 3

high degree of personal-interaction
derivative character of organizational demand
long-term nature of business relationships
multi-organizational participation
multiple buying influences

Question 4

derivative character

Answer 4

demand for industrial product is derived from the ultimate demand for consumer products

focus on upstream and downstream market
“consider customer´s customers”

Question 5

multiple buying influences (buying center concept)

Answer 5

initiator - recognizes problem
gatekeeper - controls flow of information
influencer - has a say
user - will use product
decider - approves / senior
purchaser - obtaining

Question 6

implications of multiple buying influences

Answer 6

(buying center concept)

several members of an organization are involved - firms need to consider them, their roles and degree of influence

Question 7

Hidden champions definition

Answer 7

SME´s
world-market leader in niche market
low public visibility
domination by market share, below 3bn revenue

Question 8

Hidden champions characteristics

Answer 8

family ownership
strong management over long terms
technology based leadership
value leaders
close customer relationship
high innovativeness

Question 9

CAGR

Answer 9

CAGR=(vn/vo)^1/n - 1

Question 10

multi-organizational participation

Answer 10

banks manufacturers
engineering firms

authorities - customer - consultants

Question 11

long-term nature of business relationships

Answer 11

product longevity,

importance of service and maintenance

Question 12

implications of b2b marketing characteristics?

Answer 12

…

Question 13

Marketing mix in b2b segment (4ps)

Answer 13

product/branding
price
place
promotion

Question 14

b2b product marketing

Answer 14

non standardized, highly technical, emphasis on company

- build strong bonds, brand=company, training of salesforce

Question 15

b2b price marketing

Answer 15

higher transparency, information deficiencys seller,

relevance of price negotiations
usage of discounts and boni
stress benefit selling

Question 16

b2b place marketing

Answer 16

customers purchases important

build strong customer relationship
salesforce builds brand

Question 17

b2b promotion marketing

Answer 17

need detailed info, direct sales, integrate downstream customers, various stakeholders to consider

focus on technical info
satisfy different req.
use exhibitions & trade fairs

Question 18

branding in b2b

Answer 18

ingredient brand - visible to end customers (tetra pak, intel)

processing brand - only visible to intermediaries

Question 19

brand equity definition

Answer 19

incremental preference endowed by the brand to the product as perceived by an individual customer

Question 20

brand equity model

Answer 20

measures the difference between an individual customer´s overal brand preference and his or her multi-attributed preference based on objectively measured attribute levels

eij=uij - u(o) ij = (uij - u(s)ij) + (u(sij) -u(o)ij)

Question 21

factors that complicate price setting in B2B?

Answer 21

general characteristics implication for prices

increasing professionalization of procurement
information deficits
internal interface problems with other functions
incentive schemes importance