This preview shows pages 1–3. Sign up to view the full content.
This preview has intentionally blurred sections. Sign up to view the full version.View Full Document
Unformatted text preview: COM M 3315-502: Fundamentals of Marketing Notes 10-10-2010 (B10) B2B (business sells to other businesses) Basics Organizational buying behavior Differentiating characteristics o Derived demand what is going on in the b2b market is driven by what is going on in the b2c markets Example consumers want a certain cell phone with particular features, in the b2b market, companies will be buying cell phone with certain components Example Intel I nside Dont sell directly to consumers Sell to HP, Dell, etc. o Number of potential buyers o Buying criteria o Size of the orders one buyer could buy far more than an average consumer might buy o Buyer/seller interaction might only have a few key clients that account for a large portion of sales o Buying center - when a business/firm is making a purchase, it is not just one individual, there a lot of people that will influence the final purchase o Geographical concentration buyers and sellers might be in a close proximity Buying situations o Straight rebuy buying them same/similar items as in the past Most common Little thought into the buying process o Modified rebuy the company decides they need something else, usually the things that are being bought are similar, sometimes the place of purchase changes Re-evaluation of alternatives Contracts ends o New buy something you have never bought before or very often...
View Full Document