ADM 2320 Chapter Notes - Chapter 5: Business Marketing, Retail, Direct Selling
12 Dec 2018
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Chapter 5 b2b marketing: buying and selling goods or services to be used: B2b markets: manufacturers, resellers, institutions, and governments engage in b2b. Lower prices for buyers: expand market reach, reduces operational costs, higher potential profits due to reduced costs. Manufacturer reseller retailer: marketing intermediaries who resell manufactured products, resellers perform an essential service; they aggregate goods from manufacturers and sell them to retailers, who sell to consumers. Institutions: schools, museums, religious organizations, make significant purchases for the people they serve, typically get bulk discounts. Key challenges of reaching b2b clients: b2b marketing must master these 3 keys challenges: Identify decision makers in organization who authorize or influence purchases: understand the buying process of each potential client. Identify factors that influence the buying process of potential clients. This can also lead to purchasing agreements where two firms agree to purchase from each other: online buying common, marketing mix characteristics, direct selling and physical distribution often essential.
