Business Marketing

Business Marketing - Service Price Paperwork RFPs Bids...

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Business Marketing
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How is marketing to business different  than marketing to consumers?
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Number of customers Generally a much smaller number of customers.
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Types of customers Producers Resellers Governments Institutions Other businesses (not in text for some reason)
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Purchase volume Purchases are in large volume How does this affect marketing?
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Demand Derived vs. primary Inelastic (true for product class, but not for individual firm)
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Location of customers Tend to be concentrated in major metropolitan areas. Sales people are expected to go to customers.
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Distribution structure Fewer levels of middlemen Most sales are direct
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Buying process Buying center Professional buyers Negotiation Multiple inputs Formal criteria Quality
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Unformatted text preview: Service Price Paperwork RFPs Bids Contracts Back to the buying center Initiators Influencers/evaluators Gatekeepers Deciders Purchasers Users Buying situations New buy Modified rebuy Straight rebuy Nature of marketing relationships Buyer and seller are normally much closer More is at risk in each deal Ethical implications? How has the Internet changed business marketing? More competition lower prices More products and vendors Access to customer and product sales data 24/7 ordering and customer service Lower costs Dont bother with: Types of business products North American Industry Classification System...
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This note was uploaded on 01/21/2011 for the course MSOM 305 taught by Professor Fiona during the Winter '10 term at George Mason.

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Business Marketing - Service Price Paperwork RFPs Bids...

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