Chapter_6_-_Business

Chapter_6_-_Business - Study Guide for Marketing 431 Summer...

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Study Guide for Marketing 431 Summer 2009 Chapter 6 – Business Marketing What is a business consumer Definition: Business marketing is the marketing of goods and services to individuals and organizations for purposes other than personal consumption. It is the intended purpose, rather than the product that determines whether or not it is a B2B transaction Someone who doesn’t get to enjoy what they bought Use to make other stuff Resell to other people Used to run the organization Actually, its usually another business B2B And if you thought the consumer market was big… Retail sales $4.1 trillion (Census 2005) Study Guide for Chapter 5 – Consumer Behavior Page 1 Marketing 431, Summer 2009 © 2009
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GDP $14.2 trillion (BEA 2008) You do the math Most marketing is B2B Marketing Textbooks devote most of their attention to B2C marketing Kotler, “Marketing Insights from A to Z”, 2003 Classifying business customers Producers Finished goods Components (OEM) Resellers Retail Wholesale Government Federal State/local Institutions NAICS Study Guide for Chapter 5 – Consumer Behavior Page 2 Marketing 431, Summer 2009 © 2009
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North American Industy Classification System Way of categorizing businesses by industry type 6 Digit code 2 digit industry code 3 digit industry subsector 4 digit industry group 5 digit NAICS industry (three-country) 6 digit NAICS industry (country specific) Why is NAICS important
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This note was uploaded on 10/16/2011 for the course MKTG 431 taught by Professor Brucerobertson during the Spring '07 term at S.F. State.

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Chapter_6_-_Business - Study Guide for Marketing 431 Summer...

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