TAILIEUCHUNG - Lecture M: Marketing (4/e) - Chapter 7: Business-to-business marketing

Chapter 7: Business-to-business marketing. In this chapter you will learn: Describe the ways in which business-to-business (B2B) firms segment their markets, list the steps in the B2B buying process, identify the roles within the buying center, describe the different types of organizational cultures, detail different buying situations. | business-to-business marketing seven Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 1 LEARNING OBJECTIVES LO 7-1 Describe the ways in which business-to-business (B2B) firms segment their markets. LO 7-2 List the steps in the B2B buying process. LO 7-3 Identify the roles within the buying center. LO 7-4 Describe the different types of organizational cultures. LO 7-5 Detail different buying situations. 2 B2B Marketing Who is the end user? ©1998 EyeWire, Inc C Squared Studios/Getty Images 3 B2B Markets B2B Markets Resellers Institutions Government Manufacturers/ Service providers . Census Website 4 Manufacturers and Service Providers Gear Expo News Clip Car Culture/Getty Images 5 Resellers Courtesy Eastman Chemical Company 6 Institutions Schools, Museums and Religious Organizations Annie Reynolds/PhotoLink/Getty Images Royalty-Free/CORBIS Royalty-Free/CORBIS 7 Government US .

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