MKTG 2P52 Lecture Notes - Lecture 4: Relationship Marketing
21 Nov 2013
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Table 5. 1 compares business-to-business marketing and consumer marketing. B2b product is used within the final product. Commercial market: individuals and firms that acquire products to support, directly or indirectly, production. Trade industries: retailers or wholesalers that purchase resale. More concentrated than the consumer market; tend to sell to companies physically located close to them (same town, region, state, etc) Purchase process more formal and complex; longer time frame. Firms acquiring finished goods have three options: make, buy, or lease. Stages in the buying process: problem recognition/general solution, determine characteristics and quality, describe characteristics and quality, search for and quality source, acquire and analyze proposals, evaluate proposals and select suppliers, select order routine, obtain feedback and evaluate performance. ; buying from a customer that you have purchased from before, ; where the person you are buying from changes one part of what they"re making (using pine instead of oak); sometimes can make you even more money.
