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Marketing Management

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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, components, and parts that allow them to manufacture their own good Must manage supply and demand chains closely Resellers Intermediaries that resell manufactures products with out significantly altering their form Institutions Hospitals, educational organizations, etc that purchase all kinds of goods and services...
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of the order with preferred supplier(s) Vendor/Performance Assessment? firms analyze the vendors performance so they can make decisions about future purchases B2B vs. B2C Both start with need recognition Information search and alternative evaluation steps are more FORMAL and STRUCTURED in the B2B process B2B buyers specify needs in writing and ask potential suppliers to submit formal proposals B2C buying decisions are made by individuals or families and can be unplanned or impulsive Factors Affecting the Buying Process The Buying Center Initiator – the person who suggests buying the particular good/service (e...
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