MKT 100 Chapter Notes - Chapter 5: Marketing Mix, Organizational Culture, Retail

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Marla Spergel

Document Summary

Buying & selling goods or services to be used: in the production of other goods & services for consumption by the buying firm, or for resale by wholesalers and retailers. Distinction between b2b & b2c (business to consumer): Manufacturers buy raw materials, components and parts that allow them to manufacture their own goods. Marketing intermediaries that resell manufactured products without significantly altering their form. Resellers perform an essential service: they aggregate goods from manufacturers and sell them to retailers or in, case of retailers, they sell them to consumers. Thus, one reseller can represent manty different manufacturers, which saves the manufacturers the trouble of finding retailers or consumers and gives retailers or consumers the ability to buy only the desired quantity from the reseller. In most countries, the central government tends to be one of the largest purchasers of goods and services.