Ch. 06 Business-To-Business Markets

Ch. 06 Business-To-Business Markets - Business-to-Business...

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Unformatted text preview: Business-to-Business Markets: [How and Why Organizations Buy] Ch. 6 2 Chapter Objectives Describe the significant 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 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 3 Business Markets: Buying and Selling When Stakes Are High Business-to-business marketing (B2B) : the marketing of goods and services that businesses and other organizations need to produce other goods & services for purposes other than personal consumption, i.e., resale or operational support Business-to-business or organizational markets include manufacturers, wholesalers, retailers, and other non-profit and government organizations 4 The Different Characteristics of Business Markets Multiple buyers Buying influenced by a number of individuals Number of customers 100 Mil. consumer households/less than 500,000 businesses & organizations Size of purchases Much greater than for consumers, $10,000, $100,000, $1Mil.+ Geographic concentration Industries often concentrated in an area, i.e., financial services, computer technology, steel, coal, oil, etc. 5 Business-to-Business Demand as Compared to Consumer Demand (tends to be): Derived demand : Caused by demand for consumer goods or services....
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Ch. 06 Business-To-Business Markets - Business-to-Business...

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