CH07-BusinessToBusinessMarketing - Chapter 7:...

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Chapter 7: Business-to-Business Marketing B2B Markets Business-to-Business marketing is the process of buying and selling goods or services to be used in the production of other goods and services. For consumption by the buying organization or resale by wholesalers and retailers. Manufacturers or Producers some of the biggest b2b buyers are manufacturer and producers. Resellers reseller manufactured goods without significantly altering their form Institutions hospitals, educational organizations, prisons, religious Government the largest purchaser of goods and services. The overall procurement and contracting policies of the government are establish by the treasury board, which requires the stand of public scrutiny, increase access, encourage competition, fairness, and comply with trade agreements. MERX* B2B Classification System and Segmentation North American Industry Classification System (NAICS), can be useful for analyzing market shares, demand for goods and services, import competition into the Canadian market, and for segmenting targeting markets. You survey which companies might want you shit, then you do a search on NAICS and find the companies. Differences between B2B and B2C Markets B2C, consumers buy goods to satisfy their own individual needs and are heavily influenced by price, personal taste, brand reputation, or personal recommendations. B2B, demand for goods and derived from B2C sales in the same supply chain. However market is inelastic in short run. Up in price of raw materials, will not affect the demand instantaneously. Product Characteristics B2B, some industries require rigorous testing (medical, aerospace, defense), the delivery date must be agreed apon. And lastly, its common for vendor financing. Buying Process Characteristics
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This note was uploaded on 10/24/2011 for the course MKTG 301 taught by Professor Pingli during the Spring '11 term at Cardiff University.

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CH07-BusinessToBusinessMarketing - Chapter 7:...

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