Ch-6: Business-to-Business (B2B) Marketing
B2B Marketing:
Organizational sales and purchase of goods and services to
support production of other products
facilitate daily company operations or
for resale
Commercial Market:
Individuals and firms that acquire products to support the production of other goods and services
directly or indirectly.
Trade Industries:
Retailers or wholesalers that purchase products for resale to others.
Resellers:
Marketing intermediaries that operate in the trade sector.
Component of the B2B Markets:
1.
Commercial Markets
2.
Trade Industries
3.
Government – Purchases at federal/state/local levels to provide some form of benefit to
public
4.
Institutions – diverse array of organizations like hospitals, schools, museums and non-
profit organizations.
SEGMENTING B2B MARKETS
Segmenting B2B Markets:
1.
Segmenting by demographic characteristics
2.
Segmentation by customer type:
Division of B2B market into homogenous groups based on buyers’ product
specifications.
3.
Segmentation by end use application:
Segmenting a B2B market based on how industrial purchasers will use the product.
4.
Segmentation by purchase categories
CRM: Customer Relationship Management
Combination of strategies and tools that drives relationship programs, reorienting the entire
organization to a concentrated focus on satisfying customers.
NAICS: North American Industry Classification System
Classification used by NAFTA countries to categorize the business marketplace into detailed
market segments.
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- Winter '16
