1. OHT 4.1 © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition B2B buying behaviour

2. OHT 4.2 © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition B2B defined The management process responsible for the facilitation of exchange between producers of goods and services and their organisational customers. B2B marketing and purchasing is a complex and risky business involving a number of different parties.

3. OHT 4.3 © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Flows within a B2B market Figure 4.1

4. OHT 4.4 © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Differences between B2B and consumer marketing (1 of 3) Table 4.1

5. OHT 4.5 © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Differences between B2B and consumer marketing (2 of 3) Table 4.1 cont.

6. OHT 4.6 © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Differences between B2B and consumer marketing (3 of 3) Table 4.1 cont.

7. OHT 4.7 © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition B2B customers Commercial enterprises - profit making organisations that produce and/or resell goods and services for a profit. Can be subdivided into users, original equipment manufacturers (OEMs), resellers. Government bodies. Institutions - largely non-profit making organisations, e.g. universities, churches, etc.

8. OHT 4.8 © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Characteristics of B2B markets Nature of demand - derived, joint, inelastic. Structure of demand - industrial and geographic concentration. Buying process complexity. Buyer-seller relationships.

9. OHT 4.9 © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Influences on a B2B purchasing chain Figure 4.3

10. OHT 4.10 © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Sourcing strategies - advantages and disadvantages (1 of 2) Table 4.2(a) Source: Adapted from Treleven (1987).

11. OHT 4.11 © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Sourcing strategies - advantages and disadvantages (2 of 2) Table 4.2(b) Source: Adapted from Hahn et al. (1986) and Ramsey and Wilson (1990). Reprinted by kind permission of MCB University Press Ltd.

12. OHT 4.12 © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Models of organisational buying decision making Figure 4.5

13. OHT 4.13 © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Decision problems in B2B purchasing decision making process (1 of 2) Table 4.4

14. OHT 4.14 © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Decision problems in B2B purchasing decision making process (2 of 2) Table 4.4 cont.

15. OHT 4.15 © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Roles in the buying process Purchasing - handle relationships with suppliers. Production/operations - meeting targets for the end product in both quantity and quality terms. Engineering - the specification and design. R&D. Finance - devolve budgets to appropriate managers. Marketing - outputs of the production process.

16. OHT 4.16 © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Unit production model of buyer-seller contact in B2B markets Figure 4.6(a) Source: Adapted from Johanson (1982), copyright 1982 © John Wiley & Sons Limited. Reporoduced with permission.

17. OHT 4.17 © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Mass production model of buyer-seller contact in B2B markets Figure 4.6(b) Source: Adapted from Johanson (1982), copyright 1982 © John Wiley & Sons Limited. Reporoduced with permission.

18. OHT 4.18 © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Buying centres - comparison between consumer and B2B markets (1 of 2) Table 4.5

19. OHT 4.19 © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Buying centres - comparison between consumer and B2B markets (2 of 2) Table 4.5 cont