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  Chapter Objectives Business-to-Business (B2B) Marketing     C   H   A   P   T   E   R     6  1 2 4 7 8 Explain each of the components of the business-to-business (B2B) market. Describe the major approaches to segmenting B2B markets. Identify the major characteristics of the business market and its demand. Discuss the decision to make, lease, or buy. Describe the major influences on business buying behavior. Outline the steps in the organizational buying process. Classify organizational buying situations. Explain the buying center concept. Discuss the challenges and strategies for marketing to government, institutional, and international buyers. 5 3 6 9  CHAPTER 6 Business-to-Business (B2B) Marketing ã  Business-to-business (B2B) market is significantly larger than the consumer market. ã  Example: U.S. companies spend more than $300 billion annually just for office and maintenance supplies. ã  Example: Department of Defense budget in a recent year was $500  billion. ã   Business-to-business (B2B) marketing Organizational sales and purchases of goods and services to support production of other products, to facilitate daily company operations, or for resale.  CHAPTER 6 Business-to-Business (B2B) Marketing   NATURE OF THE BUSINESS MARKET  CHAPTER 6 Business-to-Business (B2B) Marketing   NATURE OF THE BUSINESS MARKET ã  Companies also buy services, such as legal, accounting, office-cleaning, and other services. ã  Some firms focus entirely on business markets. ã  Example: Caterpillar , which makes construction and mining equipment. ã  Diverse market, everything from a box of paper clips to thousands of parts for an automobile manufacturer.
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