B2B Marketing Flashcards
What are vertical market networks
Markets where the players focus on a specific niche good and thus become experts in trends and regulations applying to them, highly collaborative, high loyalty bco low competition, f.ex EV and battery
What are concentric market networks
Similar customers across many goods category’s. Goods compliment each other, design is generalized, low barriers of entry, leverages existing technology, f.ex Alibaba and amazon
Which types of power is not sustainable
Coercive and legitimate power
What does dmu stand for
Decision making unit, buyers, deciders and gatekeepers in b2b business
What are ABC and D customers
A are high relationship high potential customers to keep happy, B have lower relationship and should be worked on by set aside resources, C have less potential but are there day to day, D is worth dropping. These can be put as four corners in a relationship/potential matrix
What are key accounts
The most profitable 20% customers
What is CSR
Corporate social responsibility (economic, legal, ethical, philanthropic)
What types of business customers are there in the broadest sense
Commercial, government and institutional
Is demand elastic in b2b
no, parties have invested a lot in their arrangement so in the short term they will likely suck it up
How does b2b purchases differ from consumers
they involve many professional dmu’s
What are buyclasses and buyphases
the types of purchases dmu’s make and under what circumstances
Why is the b2b market more international
becouse basically all companies think the same across borders so there is less issues regarding culture
What is it called when organizations have a close relationship
They then have embedded ties
What are sold in a b2b market
input goods, supply goods and equipment goods
what is promise management
managing trust, interdependance, integrity and communication in a b2b context
Which are the different buyclasses
new buy, modified rebuy and rebuy
what is the buyclass new task or new buy
a first time buying situation
what is a modified rebuy
A less DMU intensive modification of a purchase already bought from a b2b firm
How many people are involved in a pure rebuy in b2b
As few as possible, sometimes the entire process is automated
Name the diferent buyphases
Problem recognition, product specification, supplier search, selection and evaluation
When is a b2b customer lost for good
when they develop a relationship with another supplier
What are buygrids
a grid outlaying at what buyphases different buyclasses are possible
What are some current trends in b2b
As companies have reduced the number of suppliers for closer and more cost effective relationships there is increased competition and buyer sofistication, IT and brands are also a thing
Explain the price minimizing strategy of b2b purchasing
keeoing a large number of clients in competition to minimize prices
Explain the barginer purchasing strategy in b2b
find a good match for long term relationship using excessive negotiations
Explain the clockwiser buying strategy in b2b
Make the supplier network operate like one big machine extensively using IT
explain the adaptor purchasing strategy
adapt your business to work better with supplierws
explain the projector purchasing strategy in b2b
Create a joint project with members from many organizations
Explain the updator purchasing strategy in b2b
share info in rnd
How may you develop key accounts
Let them know their startegically important position and innvite them to cooperate and integrate extensively
