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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 • Don’t 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...
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This note was uploaded on 01/22/2011 for the course COMM 3315 at UVA.