MKT 100 Chapter Notes - Chapter 6: Retail, Marketing Mix

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: P G

Document Summary

Business to business (b2b) marketing 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 or for resale by wholesalers and retailers. Buy raw materials, components and part that allow them to manufacture their own good. Marketing intermediaries that resell manufactured products without significant altering their form. Non-profit organizations such as hospital, educational organizations, prisons purchase all kinds of goods and service for the people they serve. Most countries, central gov"t tends to be the largest purchases of goods and services. For marketers to be effective and successful in b2b marketing, they must master three key challenges: Identify the right persons or decision makers within the organizations who can authorize or influence purchases. Marketers must understand the buying process of each its potential clients. Identify the factors that influence the buying process of potential clients.