solomon06_media - CHAPTER 6 Business-to-Business Markets:...

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Unformatted text preview: CHAPTER 6 Business-to-Business Markets: How and Why Organizations Buy M A R K E T I N G Real People, Real Choices Fourth Edition Michael R. Solomon Greg W. Marshall Elnora W. Stuart 6-2 Chapter Objectives_1 Describe the general characteristics of business-to-business markets Explain the unique characteristics of business demand Describe how business or organizational markets are classified Explain the business buying situation and describe business buyers 6-3 Chapter Objectives _2 Explain the roles in the business buying center Understand the stages in the business buying decision process Understand the growing role of B2B e- commerce 6-4 Business-to-Business Marketing Marketing of goods and services that businesses and organizations buy for purposes other than personal consumption Manufacturers Wholesalers Retailers Government agencies Hospitals Universities 6-5 West LB Some companies market products exclusively for other companies 6-6 Business Markets Generally, the same principles are true for business and consumer customers There are characteristics that make B2B buying more complex Multiple buyers Number of customers Size of purchases Geographic concentration 6-7 Central Fire Truck Sellers of fire- fighting equipment have a limited number of customers 6-8 B2B Demand Characteristics Derived Demand Inelastic Demand Fluctuating Demand Joint Demand 6-9 Figure 6.2: Derived Demand 6-10 Inelastic Demand Inelastic demand means that business customers buy the same quantity whether the price goes up or down Example: A BMW Z4 Roadster 3.0i has a list price starting at just over $55,000. a list price starting at just over $55,000....
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solomon06_media - CHAPTER 6 Business-to-Business Markets:...

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