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MKT 2210 Lecture Notes - Business Marketing, Canadian Business, North American Free Trade Agreement

Course Code
MKT 2210
Subbu Sivaramakrishnan

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The nature and size of organizational markets
Business marketing: is the marketing of goods and services to companies, governments, or
not-for-profit organizations for use in the creation of goods and services that they produce
and market to other business customers, as well as individuals and ultimate consumers. A
large percentage of canadian business school graduates take jobs in business marketing.
Organizational buyers. Organizational buyers are those manufacturers, retailers, and
government agencies that buy goods and services for their own use or for resale.
Organizational buyers are divided into three different markets: industrial firms, resellers,
and government markets.
A. Industrial markets
Industrial firms are organizational buyers that, in some way, reprocesses a good or
service it buys before selling it again to the next buyer. More industrial firms sell
services than products. There are thousands of industrial firms in canada.
B. Reseller markets
Resellers are wholesalers or retailers that buy physical products and sells them
again without any processing. In canada there are more than 200,000 retailers and
65,000 wholesalers.
c. Government markets
Government units are the federal, provincial, and local agencies that buy goods and
services for the constituents they serve.
d. Global organizational markets
business marketing exists on a global scale. Many of the largest exporting industries
in canada focus on organizational customers, not ultimate consumers including
nortel, noranda, antibi-price and pratt and whitney.
II. Measuring domestic and global industrial, reseller, and government markets
The measurement of industrial, reseller, and government markets is an important first step
for a firm interested in gauging the size of one, two, or all three of these markets in canada
and around the world. The measurement is made possible with the north american industry
classification system (naics) which groups organizations on the basis of major activity of
the major product or service provided. The naics replaced the standard industrial
classification (sic) system, on january 1, 1997. Naics provides common industry
definitions for canada, mexico, and the united states which will facilitate the measurement
of economic activity in the three member countries of nafta.
What is the north american product classification system (napcs)?
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