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Chapter 15

B2B Marketing

Rynki biznesowe
Rynki biznesowe
The business-to-business market, or B2B, is the marketplace where organizations buy and sell products for further production. This means that one company ...
Kluczowe różnice między rynkami B2B i B2C
Kluczowe różnice między rynkami B2B i B2C
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 ...
Klasyfikacja wyrobów i usług przemysłowych
Klasyfikacja wyrobów i usług przemysłowych
Industrial goods and services are categorized based on production processes and final usage. They are divided into materials, parts, capital items, ...
Rodzaje organizacji B2B
Rodzaje organizacji B2B
B2B organizations are classified into manufacturers, resellers, service providers, institutions, and government agencies. Manufacturers like General ...
Łańcuch dostaw i zarządzanie łańcuchem dostaw
Łańcuch dostaw i zarządzanie łańcuchem dostaw
A supply chain involves all the people, organizations, resources, activities, and technology in creating and selling a product. It often starts with ...
Rodzaje decyzji i proces decyzyjny
Rodzaje decyzji i proces decyzyjny
Business buyers' decisions are critical because of essential investments, technical details, and multiple organizational stakeholders. Decision-making ...
Rodzaje sytuacji zakupowych
Rodzaje sytuacji zakupowych
There are three main types of buying situations in B2B transactions. First, a straight rebuy occurs when a company repeatedly purchases the same product ...
Duży wpływ na nabywców biznesowych
Duży wpływ na nabywców biznesowych
Business buyers are influenced by several key factors, such as environmental, organizational, interpersonal, and individual aspects. Environmental factors ...
Uczestnicy procesu zakupu biznesowego
Uczestnicy procesu zakupu biznesowego
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 zachowań nabywców biznesowych
Model zachowań nabywców biznesowych
The business buyer behavior model includes three main components, such as the environment, the buying organization, and buyer responses. The environment ...
Kultura organizacyjna i proces zakupowy
Kultura organizacyjna i proces zakupowy
A company's organizational culture includes the values, traditions, and customs influencing its employees' actions in different work situations. ...
Relacje B2B
Relacje B2B
Buyers and sellers build different relationships in B2B marketing depending on the market and the purchase specifics. Transactional relationships are ...
Proces zakupu biznesowego
Proces zakupu biznesowego
The purchasing process begins when the organization identifies an unmet requirement based on information from internal or external sources. For example, a ...
E-procurement - Kupowanie przez Internet
E-procurement - Kupowanie przez Internet
E-procurement uses online tools and services to improve and simplify finding and managing suppliers. In reverse auctions, a buying company posts ...
Rynki instytucjonalne
Rynki instytucjonalne
The institutional market includes diverse organizations with unique needs and purchasing processes, including schools, hospitals, nursing homes, and ...
Rynki rządowe
Rynki rządowe
Government buying is a long and complicated process with many approval steps. To ensure transparency and accountability, purchases must strictly follow ...
Marketing Mix w B2B
Marketing Mix w 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 ...
Proces ustalania cen na rynkach biznesowych
Proces ustalania cen na rynkach biznesowych
The pricing decision-making process includes four key factors such as pricing objectives, competition, demand, and cost determinants in the B-2-B market. ...
Cennik: Konkurencyjne licytacje
Cennik: Konkurencyjne licytacje
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 ...
Promocje w B2B: Przegląd
Promocje w B2B: Przegląd
In B2B marketing, promotional strategies are key to creating awareness, sharing information, and influencing decision-makers. Advertising raises ...
Narzędzia cyfrowe do marketingu B2B
Narzędzia cyfrowe do marketingu B2B
B2B marketing strategies focus on building and managing relationships between businesses. Companies use social media and blogs to raise awareness, educate ...
Implikacje marketingowe dla różnych klientów i typów produktów
Implikacje marketingowe dla różnych klientów i typów produktów
In B2B marketing, companies segment and target their business customers based on unique needs and industry requirements. Direct sales interactions help ...
Strategie marketingowe specyficzne dla dóbr inwestycyjnych, dostaw i usług
Strategie marketingowe specyficzne dla dóbr inwestycyjnych, dostaw i usług
Marketing strategies for capital items, supplies, and services are driven by their characteristics, roles, and business applications. Companies selling ...
Aspekty etyczne na rynkach B2B
Aspekty etyczne na rynkach B2B
Business-to-business markets face key ethical concerns such as fair competition, transparency, and environmental responsibility. Fair competition ensures ...
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