B2B

Prof.
Aby Abraham
Introduction
 I am
 Aby Abraham – Professor
 Academic Qualification : B Tech, PGDM (XLRI), Fellow
in Management -XLRI (Doctorate)
 Experience: 23 yrs of Industry in B2B Services + 4 yrs
doctoral research + 4 yrs of Teaching
 Mob: 8606283175
 Email: abyabraham@rajagiri.edu
Course Objective
 Why did you choose this course?
 Expect professional approach

 Will be treated as a professional
 Read one business news daily everyday – Economic
Times
 Why markets exist? B2B Market place?
B2B Marketing
 Industrial Marketing
 Thin line between B2B and B2C
What Are Business Products?
• Used to manufacture
other products
• Become part of another product Key is the
• Aid in the normal operations of product’s
an organization intended
use
• Are acquired for resale
without change in form
• A product purchased for personal use is
considered a consumer good
Business Markets
 Are markets for products and services
from local to international
Bought by:
 Businesses
 Government bodies
 Institutions
For:
 Incorporation
 Consumption
 Use
 Resale – in a restricted sense
Main features of the B2B selling
 Marketing is one-to-one in nature.
 It is relatively easy for the seller to identify a prospective
customer and build a face-to-face relationship.
 Highly professional and trained people in buying processes are
involved.
 In many cases, two or three decision makers must approve a
purchase plan.
 Often the buying or selling process is complex, and includes
many stages (for example, request for proposal, request for
tender, selection process, awarding of tender, contract
negotiations, and signing of final contract).
 Selling activities involve long processes of prospecting,
qualifying, wooing, making representations, preparing tenders,
developing strategies, and contract negotiations.
Competitive Bidding
 "if the first time you have heard about a tender is
when you are invited to submit, then you have already
lost it.”
 it is important to develop a strong relationship with a
prospective customer organization well before they
have started the formal part of their procurement
process.
 Qualifiers and winners.
Business to Business (B2B)
Marketing is Huge
1. Business marketers serve the largest markets of all.
2. Rupee volume of the business market greatly exceeds
the consumer market.
3. Few big customers can account for enormous levels
of purchasing activity. (India’s 100 largest
Manufacturing companies purchase more than Re.
50 Lakh Crore worth of goods and services annually.)
B2C and B2B
The Consumer Market (B2C) and the Business Market (B2B) at
Wipro
Infotech
B2C B2B
Customers: Individuals & Businesses Institutions Government

Households Global Healthcare State
Large corporations Education Central
Small & Medium
sized businesses
Selected PCs PCs

Products: Printers Enterprise Storage
Laptops Servers
Simple Service Complex Service Offerings
Agreements
Categories of Business Market Customers
OEMs
Commercial
Firms Wholesalers
Retailers
Central State
Governments
Government Government
Educational Civic SocietiesHealthcare

Institutions
Institutes Nonprofits Other
Business Market Customer
Commercial Enterprises
Three categories of Commercial Customers:
 Users
 OEMs
 Dealers and distributors
Users
 Users purchase industrial products or services to

produce other goods or services that are, in turn, sold in
the business or consumer markets.
Producers
 Profit oriented companies
 Produce products - OEM’s and Subcontractors
 E.g. Intel produces microchips

OEMs
Original Equipment Manufacturers
Individuals and organizations that buy
business goods and incorporate them
into the products that they produce for
eventual sale to other producers or to
consumers.
Governments
 Central and State Government and local bodies
 Generally use the bidding approach to purchase

goods and services
 Purchase up to 1/3 Gross Domestic Product (GDP)

Institutions
 This is the nonprofit segment of the market that does
not seek to achieve normal business goals such as ROI,
%share of market or profit
 Market includes universities, hospitals, schools, religious

bodies, NGOs, foundations, etc.
Meeting Performance Standards
means to:
Develop and nurture customer relationship management
(CRM) capabilities by:
a. Identifying,
b. Initiating,
c. Developing,
d. and Maintaining profitable customer relationships.
Professional Marketing Managers
Employ Customer Relations Management (CRM)
tools for:
 Identifying and categorizing customer segments

 Determining customer’s present and potential needs
 Visiting customers to learn about applications of
products
 Developing and executing individual components of
marketing to include:
 Sales,advertising, promotions, service
programs, etc.
Professional Marketers:
 Focus on Profitability
 Understand forces that affect profitability
 Align resource allocation to revenues and profits that
will be secured by future business
 Partner with Customers

 Marketers don’t just sell to customers; they develop a
form of partnership for the purpose of serving and
adding value for their consumer
 This strategy can result in becoming a preferred
vendor
Market-Driven Companies
 Deliver Value Propositions
 Create programs that include products, services,

ideas and solutions to problems that offer value and
provide opportunities for their customers.
Marketing’s Cross-Functional Relationships
 Professional business marketers act as an integrator
between various functional areas within the
company
 Functional areas include:

 Manufacturing
 Research & Development (R&D)
 Customer Service
 Accounting
 Logistics
 Procurement
Business Market Characteristics
 Business marketing and consumer-goods marketing
are different
 Even though both markets share:

Common body of knowledge, principles and
theory
 They vary in that:

Business buyers and markets function very
differently from consumer markets
Business and Consumer Marketing Differs
1. Nature of their markets
2. Market demand
3. Buyer behavior
4. Buyer-seller relationship
5. Environmental influences (competition, political,
legal) and
6. Market strategy
 Due to these differences, business marketers need

to understand how demand for industrial products
and services differs from consumer demand.
Business Market
Demand Characteristics
 Derived demand
 Fluctuating demand
 Stimulating demand
 Price sensitivity / demand elasticity
Figure 1.4 Characteristics of Business Market Customers
Characteristic Example
•Business market customers are comprised •Among HCL Technology’s customers are
of commercial enterprises, institutions, and Reliance Industries Ltd, State Bank of India and
governments. many central and state government’s entities.
•A single purchase by a business customer is •An individual may buy one unit of a software
far larger than that of an individual consumer. package upgrade from Microsoft while
Citigroup purchases 10,000.
•The demand for industrial products is derived •New home purchases stimulate the demand for
from the ultimate demand for consumer products. paint, appliances, furniture, lumber, and a
wealth of other products.
•Relationships between business marketers •IBM’s relationship with some key customers
tend to be close and enduring. spans decades.
•Buying decisions by business customers often •A cross-functional team at Hindustan Unilever

involve multiple buying influences rather than a (HUL) evaluates alternative laptop PCs and
single decision maker. selects Hewlett-Packard.
•While serving different types of customers, •Job titles include marketing manager, product
business marketers and consumer-goods manager, sales manager, account manager.
marketers share the same job titles.
Classifying Goods for the Business Market
Classifying Goods for the Business Market
Source: Adapted from Philip

Kotler, Marketing Management:
Analysis, Planning, and Control,
4th ed. (Englewood Cliffs, N.J.:
Prentice-Hall, 1980), p. 172,
with permission of Prentice-
Hall, Inc.
Thank You

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Prof.

 Expect professional approach

Customers: Individuals & Businesses Institutions Government

Selected PCs PCs

Educational Civic SocietiesHealthcare

Three categories of Commercial Customers:

 Users purchase industrial products or services to

 Produce products - OEM’s and Subcontractors

 E.g. Intel produces microchips

 Generally use the bidding approach to purchase

 Purchase up to 1/3 Gross Domestic Product (GDP)

 Market includes universities, hospitals, schools, religious

 Identifying and categorizing customer segments

 Partner with Customers

 Create programs that include products, services,

 Functional areas include:

 Even though both markets share:

 They vary in that:

 Due to these differences, business marketers need

•Buying decisions by business customers often •A cross-functional team at Hindustan Unilever

Source: Adapted from Philip

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