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10 Cards in this Set
- Front
- Back
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What are the steps of the B2B Buying Process? |
Need recognition, product specification, RFP process, proposal analysis and supplier selection, order specification, and vendor/performance assessment using metrics |
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What are B2B Markets? |
Resellers, Manufacturers/Service Providers, Institutions, and Government |
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What are the roles in a buying center? |
Initiator, Gatekeeper, Influencer, User, Decider, Buyer |
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What are the four buying cultures? |
Democratic, Autocratic, Consultative, Consensus |
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What are the three buying situations? |
New buy, modified rebuy, and straight rebuy |
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What are the steps of segmentation, targeting, and positioning process? |
Strategy or Objectives, Segmentation Methods, Evaluate Segment Attractiveness, Select Target Market, Identify and Develop Positioning Strategy |
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What are the segmentation methods? |
Geographic, Demographic, Psychographic, Benefits, Behavioral |
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What are the segment attractiveness categories? |
Identifiable, Substantial, Reachable, Responsive, Profitable |
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What are the targeting strategies? |
Differentiated, undifferentiated or mass marketing, concentrated, micromarketing or one-to-one |
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What is the marketing research process? |
Defining the objectives and research needs, designing the research, data collection process, analyzing data and developing insights, action plan and implementation |
