Chapter 15
B2B Marketing
Mercados de negócios
The business-to-business market, or B2B, is the marketplace where organizations buy and sell products for further production.
This means that one company ...
As principais diferenças entre os mercados B2B e 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 ...
Classificação de Produtos e Serviços Industriais
Industrial goods and services are categorized based on production processes and final usage.
They are divided into materials, parts, capital items, ...
Tipos de organizações B2B
B2B organizations are classified into manufacturers, resellers, service providers, institutions, and government agencies.
Manufacturers like General ...
Cadeia de suprimentos e gerenciamento da cadeia de suprimentos
A supply chain involves all the people, organizations, resources, activities, and technology in creating and selling a product.
It often starts with ...
Tipos de decisões e o processo de decisão
Business buyers' decisions are critical because of essential investments, technical details, and multiple organizational stakeholders.
Decision-making ...
Tipos de situações de compra
There are three main types of buying situations in B2B transactions.
First, a straight rebuy occurs when a company repeatedly purchases the same product ...
Principais influências sobre os compradores de negócios
Business buyers are influenced by several key factors, such as environmental, organizational, interpersonal, and individual aspects.
Environmental factors ...
Participantes do processo de compra de negócios
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 ...
Modelo de Comportamento do Comprador de Negócios
The business buyer behavior model includes three main components, such as the environment, the buying organization, and buyer responses.
The environment ...
Cultura organizacional e processo de compra
A company's organizational culture includes the values, traditions, and customs influencing its employees' actions in different work situations.
...
Relacionamentos B2B
Buyers and sellers build different relationships in B2B marketing depending on the market and the purchase specifics.
Transactional relationships are ...
O processo de compra de negócios
The purchasing process begins when the organization identifies an unmet requirement based on information from internal or external sources.
For example, a ...
E-procurement - Comprar na Internet
E-procurement uses online tools and services to improve and simplify finding and managing suppliers.
In reverse auctions, a buying company posts ...
Mercados Institucionais
The institutional market includes diverse organizations with unique needs and purchasing processes, including schools, hospitals, nursing homes, and ...
Mercados governamentais
Government buying is a long and complicated process with many approval steps.
To ensure transparency and accountability, purchases must strictly follow ...
Mix de Marketing em 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 ...
O processo de precificação nos mercados de negócios
The pricing decision-making process includes four key factors such as pricing objectives, competition, demand, and cost determinants in the B-2-B market.
...
Preço: Licitação competitiva
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 ...
Promoções em B2B: Visão Geral
In B2B marketing, promotional strategies are key to creating awareness, sharing information, and influencing decision-makers.
Advertising raises ...
Ferramentas digitais para marketing B2B
B2B marketing strategies focus on building and managing relationships between businesses.
Companies use social media and blogs to raise awareness, educate ...
Implicações de marketing para diferentes clientes e tipos de produtos
In B2B marketing, companies segment and target their business customers based on unique needs and industry requirements.
Direct sales interactions help ...
Estratégias de marketing específicas para itens de capital, suprimentos e serviços
Marketing strategies for capital items, supplies, and services are driven by their characteristics, roles, and business applications.
Companies selling ...
Aspectos éticos nos mercados B2B
Business-to-business markets face key ethical concerns such as fair competition, transparency, and environmental responsibility.
Fair competition ensures ...
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