MKT 100 Chapter Notes - Chapter 5: North American Free Trade Agreement, 7 For All Mankind, Direct Selling

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Fathima Saleem

Document Summary

Manufacturers buy raw materials, components, and parts that allow them to manufacture their own goods. Resellers are markeing intermediaries that resell manufactures products without signiicantly altering their form. (wholesalers, distributors, and retailers) The central government tends to be one of the largest purchasers of goods and services. Key challenges of reaching b2b clients: first challenge is to idenify the right persons or decision makers within the organizaion who can authorize or inluence purchases, marketers must understand the buying process of each potenial clients. Is to idenify the factors the inluence the buying process of potenial clients. Reciprocal buying a situaion where two companies agree to buy each other"s products as appropriate. Two consequences (1) excludes other vendors from paricipaing and (2) may limit the irm"s to each other"s products only. Key characterisics of b2b and b2c buying behaviour: Fewer customers, more geographically concentrated, and orders are larger. Demand is more inelasic, luctuates more, and more frequently.