BU352 Chapter Notes - Chapter 5: Organizational Culture, Web Portal, Web Analytics
Document Summary
Business to business (b2b) marketing: process of buying and selling g/s to be used in production of other g/s, for consumption by the buying organization, or for resale by wholesalers and retailers. Involves manufacturers, wholesalers, retailers, and service firms that market g/s to other businesses but not to ultimate customers. B2b firms focus their efforts on serving specific types of customer markets to create value for customers. Manufacturers buy raw materials, components, and parts that allow them to manufacture their own goods. Purchasing agents spend their time searching for, analyzing, validating, and forwarding information about parts and components. They receive product descriptions directly from suppliers online search processes is more efficient and take less time now. Today, many b2b companies are demanding that suppliers demonstrate social responsibility by putting policies and practices to reduce carbon footprint. Resellers: marketing intermediaries that resell manufactured products without significantly altering their form.
