ADM 2320 Chapter Notes - Chapter 6: Organizational Culture, Retail, Direct Selling

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Business-to-business (b2b) marketing refers to 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, or for resale by wholesalers and retailers. Manufacturers or producers: manufacturers buy raw materials, components, and parts that allow them to manufacture their own goods. Resellers: resellers are marketing intermediaries that resell manufactured products without significantly altering their form. Institutions: hospitals, educational organizations, prisons, religious organizations, and other nonprofit organizations purchase all kinds of goods and services. Government: the central government tends to be one of the largest purchasers of goods and services. Fewer customers, more geographically concentrated, and orders are larger. Demand is more inelastic, fluctuates more, and more frequently. In b2b markets, the products ordered are primarily raw materials and semifinished goods that are processed or assembled into finished goods for the ultimate consumers. Heavy emphasis on delivery time, technical assistance, after sale service, financing.

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