Chapter 6: Business-to-Business
B2B Marketing
B2B refers to the process of buying and selling goods or services to be used in the production of other goods and services, for consumption by the buying organization, and/or for resale by wholesalers and retailers
Stakeholders:
Manufacturers
Wholesalers
Service Firms
The distinction between B2B and B2C transactions  ultimate USER of that product or service

Salespeople are an important component in B2C transactions, but they are not crucial for the sales of many consumer goods. For B2B sales, the salesperson is an integral component for the transaction
The demand for the B2B sales comes from the derive demand (link between consumers’ demand for a company’s output and its purchase of necessary inputs to manufacture or assemble particular output)

B2B Markets

Focus on: KEY BUSINESS CUSTOMERS rather than on ULTIMATE CONSUMER
Types of B2B Organizations:
Manufacturers/Producers
Buy raw materials,......

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Title: Marketing Management
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