Chapter 15
B2B Marketing
Business Markets
The business-to-business market, or B2B, is the marketplace where organizations buy and sell products for further production.
This means that one company ...
The Key Differences Between B2B and B2C Markets
B-2-B, or business-to-business, and B-2-C, or Business-to-Consumer, markets differ significantly in their pattern and strategies.
B2B markets have fewer ...
Classification of Industrial Products and Services
Industrial goods and services are categorized based on production processes and final usage.
They are divided into materials, parts, capital items, ...
Types of B2B Organizations
B2B organizations are classified into manufacturers, resellers, service providers, institutions, and government agencies.
Manufacturers like General ...
Supply Chain and Supply Chain Management
A supply chain involves all the people, organizations, resources, activities, and technology in creating and selling a product.
It often starts with ...
Types of Decisions and the Decision Process
Business buyers' decisions are critical because of essential investments, technical details, and multiple organizational stakeholders.
Decision-making ...
Types of Buying Situations
There are three main types of buying situations in B2B transactions.
First, a straight rebuy occurs when a company repeatedly purchases the same product ...
Major Influences on Business Buyers
Business buyers are influenced by several key factors, such as environmental, organizational, interpersonal, and individual aspects.
Environmental factors ...
Participants in the Business Buying Process
The buying center is the group of people in a company who help to make purchase decisions.
During the decision process, users are the members who use a ...
Model of Business Buyer Behavior
The business buyer behavior model includes three main components, such as the environment, the buying organization, and buyer responses.
The environment ...
Organization Culture and the Buying Process
A company's organizational culture includes the values, traditions, and customs influencing its employees' actions in different work situations.
...
B2B Relationships
Buyers and sellers build different relationships in B2B marketing depending on the market and the purchase specifics.
Transactional relationships are ...
The Business Buying Process
The purchasing process begins when the organization identifies an unmet requirement based on information from internal or external sources.
For example, a ...
E-procurement - Buying on the Internet
E-procurement uses online tools and services to improve and simplify finding and managing suppliers.
In reverse auctions, a buying company posts ...
Institutional Markets
The institutional market includes diverse organizations with unique needs and purchasing processes, including schools, hospitals, nursing homes, and ...
Government Markets
Government buying is a long and complicated process with many approval steps.
To ensure transparency and accountability, purchases must strictly follow ...
Marketing Mix in B2B
In the B-2-B marketing mix, products are designed to meet specific industry needs, focusing on value and long-term relationships.
For example, Caterpillar ...
The Pricing Process in Business Markets
The pricing decision-making process includes four key factors such as pricing objectives, competition, demand, and cost determinants in the B-2-B market.
...
Pricing: Competitive Bidding
In a B2B market, competitive bidding is a process where multiple vendors submit bids to provide goods or services.
The buyer then selects the best offer ...
Promotions in B2B: Overview
In B2B marketing, promotional strategies are key to creating awareness, sharing information, and influencing decision-makers.
Advertising raises ...
Digital Tools for B2B Marketing
B2B marketing strategies focus on building and managing relationships between businesses.
Companies use social media and blogs to raise awareness, educate ...
Marketing Implications for Different Customers and Product Types
In B2B marketing, companies segment and target their business customers based on unique needs and industry requirements.
Direct sales interactions help ...
Marketing Strategies Specific to Capital Items, Supplies and Services
Marketing strategies for capital items, supplies, and services are driven by their characteristics, roles, and business applications.
Companies selling ...
Ethical Aspects in B2B Markets
Business-to-business markets face key ethical concerns such as fair competition, transparency, and environmental responsibility.
Fair competition ensures ...
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