AC 114 Chapter 7: Business-to-Business Marketing

• School: FIT
• Department: Advertising and Marketing Communications
• Course: AC 114
• Professor: Suparna Pultinas

Document Summary

Refers to the process of buying and selling goods or services to be use in the production of other goods and services for consumption by the buying organization and/or resale by wholesalers and retailers. Usually involves manufacturers selling to wholesalers that, in turn sell products to retailers. There are a couple distinctions between b2b and b2c transactions. One distinction is the ultimate user of the product. Another being that b2b transactions tend to be more complex and involve multiple members of both the buying organization and the selling organization. B2c often entails a simple transaction between the retailer and the seller. B2b firms focus on serving specific types of customer markets by creating value for those customers. Many b2b companies find it productive to focus their efforts on key industries or market segments. Manufacturers buy raw materials, components, and parts that allow them to make and market their own goods and ancillary services.