Marketing chap 6 - Business Marketing marketing of goods...

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Business Marketing : marketing of goods and services to businesses and other organizations for purposes other than personal consumption Producers – purchase products for production of other goods and services. Includes 7.2 million firms, service industry 75% Resellers – buy finished goods from producers: resell, rent, lease to other businesses, 2.4m firms Organizations – Govt. and non profit institutions Distinguishing Characteristics of the Business Market: 1. Fewer businesses, but larger purchases, 10m businesses vs 100m consumer households 2. More geographic concentration in business market 3. Derived demand – B2B demand is derived: business demand for goods and services comes directly or indirectly from consumer demand for goods and services. Consumer Demand – price, availability of goods, discretionary income, tastes of consumers. Demand for paper and pulp industry: fed ex packages, newspapers, pizza to go boxes, etc.
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