MKTG2004 Lecture Notes - Lecture 5: Retail
Document Summary
Business-to-business marketing (b2b) is the marketing of goods and services to individuals and organisations for purposes other than personal consumption. The marketing of goods and services that businesses and other organizational customers need to produce other go. Producers: profit orientated individuals or companies, who use purchased goods and services to produce other products, to incorporate into other products or to facilitate the daily operations of their organisation. Resellers: retail and wholesale businesses that buy finished goods and resell them for a profit. Derived demand: the de(cid:373)a(cid:374)d for a (cid:271)usi(cid:374)ess" produ(cid:272)ts. Inelastic demand: a(cid:374) i(cid:374)(cid:272)rease or de(cid:272)rease i(cid:374) the pri(cid:272)e of a produ(cid:272)t that wo(cid:374)"t significantly affect demand. Joint demand: the demand for two or more products used together in a final product. Fluctuating demand: (multiplier effect or accelerator principle) a small increase or decrease in consumer demand produces a much larger shift in demand for facilities and equipment needed to make the product.
