ADM 2320 Lecture Notes - Lecture 5: Retail, Direct Selling, Marketing Mix

• School: University of Ottawa
• Department: Administration
• Course: ADM 2320
• Professor: Gurprit Kindra

Document Summary

> distinction between b2b (business to business) & b2c (business to consumer) B2b markets (major categories of business customers/buyers) -: manufacturers or producers. > manufacture their own goods: resellers = marketing intermediaries that resell manufactured products without signi cantly altering their form, government. > canadian government spends b annually buying goods & services. > provincial and local governments also make signi cant purchases. > canadian government contracts are posted on the business access canada website: institutional markets consist of schools, hospitals, nursing homes, prisons, and other institutions that provide goods and services to people in their care. > identify decision makers in organization who authorize or in uence purchases. > understand the buying process of each potential client. > identify factors that in uence the buying process of potential clients. Differences between b2b & b2c markets: market characteristics. > demand for business products is derived, more inelastic, & uctuates more.