MARK20100 Chapter Notes - Chapter 5: Retail, North American Industry Classification System, Extranet
Document Summary
Chapter 05 understand business to business markets2/8/2017 4:44:00 am. Relationship with customers: b2b: invest more in maintaining personal relationships, b2c: impersonal; exist through electronic communication. Number and size of customers: b2b: fewer but larger customers, b2c: more customers but buy in smaller, less frequent quantities. Geographic concentration: b2b: located strategically by the buyers, b2c: could be anywhere in the world. Complexity of supply chain the synchronized movement of goods through the channel: b2b: direct from supplier to manufacturer, b2c: complex with products moving through the channel to reach the consumer. Demand for products: b2b: derived from consumer demand, fluctuates with changes to consumer demand, and more inelastic, derived demand, b2c: consumer perceptions about their own needs mitigated by environmental factors and marketing stimuli, acceleration affect. Straight rebuy reorder products that are used on a consistent basis. Modified rebuy familiar with product and supplier but still seek additional information. New purchase first-time purchase of product or service.
