MKTG 317 Lecture Notes - Lecture 4: Business Marketing, Photocopier, Psychographic

• School: University of Calgary
• Department: Marketing
• Course: MKTG 317
• Professor: Edmund Gee

Document Summary

Nike sells shoes to customers and also to retailers. Microsoft consumers and businesses can buy them. Business markets: all organizations that purchase goods and services to use in the creation of their own goods and services, b2b segmentation. Business marketing: the process of matching and combining the capabilities of the supplier with the desired outcomes of the customer, to create value for the customer"s customer . Relationship focus: much more relationship focused b/c of demand. Demand differences: businesses may buy thousands of your units for their use. Producers/manufacturers: for production of other goods and services. Governments: largest single business or organization market in canada, need office supplies, lighting, many types of products, hospitals need millions of syringes, painkillers, educational institutions. Non-profits: need administrative and operational goods. Business services: law firms, accounting firms, advertising agencies (cid:1) (cid:1) (cid:1) Buy the product, mark it up, and resell it to someone else. Never have to do b2b segment with resellers.