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Lecture 4

MKTG 2P52 Lecture 4.doc

2 Pages
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Department
Marketing
Course Code
MKTG 2P52
Professor
Tauri Caputo

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MKTG 2P52
January 22, 2012
Lecture 4
Chapter 5Business to Business (B2B) Marketing
Table 5.1 compares Business-to-Business Marketing and Consumer Marketing
B2B product is used within the final product
Components of the Business Market
Commercial Market: individuals and firms that acquire products to support, directly or
indirectly, production
Trade Industries: retailers or wholesalers that purchase resale
-Government
-Institutions (public and private)
Characteristics of the B2B Market
-More concentrated than the consumer market; tend to sell to companies physically
located close to them (same town, region, state, etc)
-Fewer but larger customers
-Purchase process more formal and complex; longer time frame
-Relationship marketing more important
Categories of a Business Market Demand
1. Inventory Adjustments
a.
2. Derived Demand
a. Number of parts ordered for a laptop depends on the amount of demand for the
laptop
3. Joint Demand
a. Can’t sell 100 cases for something when only 50 of the something are sold
4. Inelastic Demand
5. Volume Demand
The Make, Buy, or Lease Decision
-Firms acquiring finished goods have three options: make, buy, or lease
Stages in the Buying Process
1. Problem recognition/general solution
2. Determine characteristics and quality
3. Describe characteristics and quality
4. Search for and quality source
5. Acquire and analyze proposals
6. Evaluate proposals and select suppliers
7. Select order routine
8. Obtain feedback and evaluate performance

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Description
MKTG2P52 January22,2012 Lecture4 Chapter5—BusinesstoBusiness(B2B)Marketing Table 5.1 compares Business-to-Business Marketing and Consumer Marketing B2B product is used within the final product ComponentsoftheBusinessMarket Commercial Market: individuals and firms that acquire products to support, directly or indirectly, production Trade Industries: retailers or wholesalers that purchase resale - Government - Institutions (public and private) CharacteristicsoftheB2BMarket - More concentrated than the consumer market; tend to sell to companies physically located close to them (same town, region, state, etc) - Fewer but larger customers - Purchase process more formal and complex; longer time frame - Relationship marketing more important CategoriesofaBusinessMarketDemand 1. Inventory Adjustments a. 2. Derived Demand a. Number of parts ordered for a laptop depends on the amount of demand for the laptop 3. Joint Demand a. Can’t sell 100 cases for something when only 50 of the something are sold 4. Inelastic Demand 5. Volume Demand TheMake,Buy,orLeaseDecision - Firms acquiring finished goods have three options: make, buy, or lease StagesintheBuyingProcess 1. Problem recognition/general sol
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