marketing ppt2

marketing ppt2 - Chapter 6: Business-to-Business Markets...

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Chapter 6: Business-to-Business Markets Differences between B2B and B2C: Purpose of buying Quantity Price More than one decision maker Advertising method Business-to-business marketing: The marketing of goods and services that businesses and other organizations buy for purposes other than personal consumption. Business-to-business (organizational) markets include manufacturers, wholesalers, retailers, and other organizations such as hospitals, and government Characteristics That Make a Difference in Business Markets: Business markets differ from consumer markets in several ways: Multiple buyers are involved Fewer organizational customers exist Order quantities and cost are much larger Business customers are more geographically concentration These differences make B2B marketing more complex Business-to-Business Demand: Business-to-business demand differs from consumer product demand, because demand is: Derived demand: Demand for organizational products is caused by demand for consumer goods Example: demand for rubber is caused by demand for tires, sneakers, and other products that have rubber as a component Stereos are a part of the Porsche car.   Demand of Porsche car causes the demand of stereos.   Demand of stereos causes the demand of  voice coil.  Demand of  voice coil  causes the demand of  wire.  Demand of wire causes the demand of metal products. Inelastic demand: Changes in price have little or no effect on the amount demanded Fluctuating demand: Small changes in consumer demand create large increases or decreases in business demand Life expectancy of the product can cause fluctuating demand Joint demand:
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Demand for two or more goods used together to create a product Types of Business-to-Business Customers Producers: Individuals or firms that purchase products for use in the production of other goods and services Raw materal, Equipment, Supplies. Resellers: Individuals or firms that buy goods for reselling, renting, or leasing Organizations: Government markets Federal, state, county, and local governments that buy goods and services to carry out public objectives and to support their operations Organizations: Not-for-profit firms Organizations with charitable, educational, community, and other public service goals that buy goods and services to support their functions and to attract and serve their members Marketers use the North American Industry Classification System (NAICS) to identify their customers and to find new customers NAICS is a numerical coding of industries in the United States, Canada, and Mexico Business Buying Situations Buy class framework Identifies the degree of effort a firm needs to collect information and make a decision Three buy classes:       Straight rebuy  is a buying situation in which business buyers make routine  purchases that require minimal decision making. The buyer has purchased the same 
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This note was uploaded on 01/14/2012 for the course MKTG 2201 taught by Professor Jm during the Fall '10 term at Northeastern.

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marketing ppt2 - Chapter 6: Business-to-Business Markets...

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