MKT 100 Chapter Notes - Chapter 5: Business Marketing, Retail, Marketing Mix
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Chapter 5 - Business to Business Marketing
B2B Marketing
Buying and selling of goods or services to be used:
-In the production of other goods and services
-For consumption by the buying firm
-For resale by wholesaler & retailers
Distinction between B2B and B2C?
-Who is the ultimate purchaser and and user of the product or service
1. Manufacturers or Producers
-Buy raw materials, components, or parts
-Manufacture their own goods
2. Resellers
-Manufacturer, then the reseller, and then the retailer
3. Institutions
-Schools, museums, religious organizations
4. Government
-Canadian government spends 240 billion annually and brings goods & services
-Provincial and local governments also make signifiant purchases
-Firms specialize in selling to government
Key Challenges of Reaching B2B Clients
-Identify decision makers in organization who authorize or influence purchases
-Understanding the buying process of each potential client
-Identify factors the buying process
Difference between B2B and B2C
Market Characteristics, Product Characteristics, Buying Process Characteristics, Marketing Mix
Characteristics
*Refer to slide 52
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