Management and Organizational Studies 2320A/B Chapter 5: B2B Marketing

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 2320A/B
• Professor: Emily Chen- Bendle

Document Summary

Business-to-business marketing: process of buying and selling goods to be used in the production of other goods, for consumption by the buying organization, or for resale by wholesalers and retailers. Companies buy and sell from each other to purchase a product that will be used for the end consumer. Involves manufacturers, wholesalers, retailers, and service firms that market goods to other businesses. Difference between b2b & b2c transaction is the ultimate user of the product. If the seniors in the picture purchase lemons to make lemonade for themselves, they are engaging in a. If the boy buys them to make lemonade to sell to others, it is a b2b transaction. Pull strategy is marketing toward the end consumer, push strategy is for the other businesses involved. Mainly raw or semi-finished goods purchased: when a company like airbus buys raw materials to build their planes, it is a b2b. When they sell the plane to united, it is a b2b.