ch 7 notes - Marketing 201 Chapter 7 Lecture Notes Describe...

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Marketing 201 Chapter 7 Lecture Notes Describe business marketing Business marketing is the marketing of goods and services to individuals and organizations for purposes other than personal consumption. Business products include those that are used to manufacture other products, that become part of other products, that aid in the normal operations of an organization, or that are acquired for resale without any substantial change in form. The key characteristic distinguishing business products from consumer products is intended use, not physical characteristics. Describe the role of the Internet in business marketing The rapid expansion and adoption of the Internet have made business markets more competitive than ever before. Businesses are integrating content marketing into their B-to-B marketing campaigns, and measurements such as a Web site’s stickiness and metrics evaluating social media effectiveness are increasingly important to B-to-B marketers. These trends help B- to-B marketers generate more valuable leads and pull customers into their Web sites. Discuss the role of relationship marketing and strategic alliances in business marketing Relationship marketing entails seeking and establishing long-term alliances or partnerships with customers. A strategic alliance is a cooperative agreement between business firms. Firms form alliances to leverage what they do well by partnering with others that have
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