This document outlines key aspects of business-to-business marketing compared to consumer marketing. It discusses the stages of adoption that business buyers go through when evaluating new products and services. It also identifies factors like relative advantage and compatibility that influence business adoption decisions. Additionally, it notes that business purchases typically involve multiple buyers and decision makers within buying centers, and that relationships between buyers and sellers tend to be close and long term.

2.  Awareness
 Interest
 Evaluation
 Trial
 Adoption

4.  Relative advantage
 Compatibility
 Complexity
 Divisibility
 Communicability

6.  Market Structure & demand
 Fewer but larger buyers
 Derived demand
 More inelastic market (to price changes)
 Fluctuates more (demand)
 Nature of buying unit
 Involves more buyers
 More professional purchasing effort

7.  Types of decisions & decision process
 Biz buyers usually face more complex buying
decisions
 Buying process is more formalized
 Buyers & sellers work closely together & buid
close long term relationships

8.  These are individuals within an organization who
participate in making a given purchase decision.
 These often function as buying centers
 The final purchase decision is made determined
in part by individual power, expertise, the degree
of influence each functional area possesses
 DMUs are largest in Product Introduction stage
and become smaller as the stages progress.

10. Straight Modified NewTask
Rebuy Rebuy

11.  Users
 Influencers
 Buyers
 Deciders
 Gatekeepers

14. Buying on the internet
 Reverse auctions
 Trading exchanges
 Company buying sites ( ex GE )
 B-to-B marketers
Advantages
 Cost effective
 Time saving
 Frees purchasing people to focus on more
strategic issues

15.  Schools, nursing homes, hospitals, etc that
provide services and goods to people in their
care.

16.  Federal, state and local – Govt units that
purchase or rent goods & services for carrying
out the main functions of the Govt
 Some like Tata Motors, Kodak and Goodyear
have established separate govt marketing
departments