SMG MK 323 Lecture Notes - Business Marketing, Carplay, Retail
Document Summary
B2b marketing = the process of buying and selling goods or services to be used in the production of other goods and services for consumption by the buying organization and/or resale by other wholesalers or retailers. Typical b2b involves manufacturers selling to wholesalers that sell products to retailers. Ultimate user of the product = business. Demand for b2b is often derived from b2c sales in the same supply chain. Derived demand = the link between consumers" demand and the company"s purchase of necessary inputs to manufacture or assemble the output. Ex: apple selling carplay to car companies. Manufacturers buy raw materials, components, and parts that allow them to make and market their own goods and ancillary services. Ex: vw group owns and distributes bentley, bugatti, lamborghini, etc. Resellers = marketing intermediaries that resell manufactured products without significantly altering their form. Retailers, wholesalers, and distributors are all resellers.
