MKTG 333 Lecture Notes - Lecture 1: Business Marketing, Retail, Breakcore
Document Summary
Chapter 1- introduction to business to business marketing. Organizations buy products and services for use in production of other products and services. They also buy goods which they resell or rent to others. B2b market includes customers such as hospitals, charities, and government departments. Organizations buy virtually every type of product and service. Creating a marketing organization complete with product management. Increasing marketing expenditures for advertising, research, and training. Interdependence of departments: differences in product management responsibilities, marketing strategy = corporate strategy. Customer/marketing: more rational decision, narrower customer base, more buying influences and locations, different segmentation, more markets and channels, personal customer contact more important. Uncontrollable/environment: technology, derived demand, less end-user info. Interdependence of departments is greater in b2b: product managers have wider responsibilities in b2b, and must gain wider cooperation from other department heads, marketing strategy equals corporate strategy. Development of relationships in b2b markets plays a significant role.
