Business Marketing
College 2 Chapter 2 Understanding B2B Customers Jurne Sleddens
1. BTB customers need value, not products
Basic Needs
Dissatisfiers that do not generate customer satisfaction. Example: Clear and correct invoices, correct
delivery.-> Failure means loss of customers.
Satisfier Needs
Fullfilling non-cruciaal, nice to haves. Example: Small relationship gifts.
Attractor Needs
Beating competitiors on cruciaal buying criteria that make them switch to you. Example: User
Friendly top security level software.
* Wishes can shift.
Customers buying intention = Value - Costs
Source of value:
The vendor’s product or service
Durability, ease of use
The vendor’s employees
Friendliness, problem-solving capacity
The vendor’s organisation
Number of service points, contactability, organisational structure
Sources of costs: total costs of ownership:
Pre Transaction costs
Time costs of specifying needs, selection of the best vendor.
Transaction cost:
Delivery monitoring, shipping costs
Post-transaction costs:
Repair and maintenance costs.
*Customers always search alternative with the highest outcome, and there is always an alternative.
2. The Customer Acitivity Cycle
The process of the customer buying, using and replacing the bought product.
The vendor should monitor:
Customer deciding what to do:
Problem recognition
We need a software system
Orientation and evaluation
Who can supply? Who is the best?
Purchase
Lets buy this sytem.
Customer does it:
Delivery (receipt) of the product
Installation
Use of the product
Maintenance and repair
College 2 Chapter 2 Understanding B2B Customers Jurne Sleddens
1. BTB customers need value, not products
Basic Needs
Dissatisfiers that do not generate customer satisfaction. Example: Clear and correct invoices, correct
delivery.-> Failure means loss of customers.
Satisfier Needs
Fullfilling non-cruciaal, nice to haves. Example: Small relationship gifts.
Attractor Needs
Beating competitiors on cruciaal buying criteria that make them switch to you. Example: User
Friendly top security level software.
* Wishes can shift.
Customers buying intention = Value - Costs
Source of value:
The vendor’s product or service
Durability, ease of use
The vendor’s employees
Friendliness, problem-solving capacity
The vendor’s organisation
Number of service points, contactability, organisational structure
Sources of costs: total costs of ownership:
Pre Transaction costs
Time costs of specifying needs, selection of the best vendor.
Transaction cost:
Delivery monitoring, shipping costs
Post-transaction costs:
Repair and maintenance costs.
*Customers always search alternative with the highest outcome, and there is always an alternative.
2. The Customer Acitivity Cycle
The process of the customer buying, using and replacing the bought product.
The vendor should monitor:
Customer deciding what to do:
Problem recognition
We need a software system
Orientation and evaluation
Who can supply? Who is the best?
Purchase
Lets buy this sytem.
Customer does it:
Delivery (receipt) of the product
Installation
Use of the product
Maintenance and repair
