BU352 Chapter Notes - Chapter 5: Direct Selling, Organizational Culture, Marketing Mix
Document Summary
B2b firms focus their efforts on serving specific types of customer markets to create value for those customers. Manufacturers, resellers, institutions, and governments, are all involved in b2b transactions. Buy raw materials, components, and parts that allow them to manufacture their own goods. Today, many b2b companies are demanding that suppliers demonstrate social responsibility by putting in place policies and practices to reduce their carbon footprint. Marketing intermediaries that resell manufactured products w/o significantly altering their form. Wholesalers, distributers and retailers are all resellers. In most countries, the central government tends to be one of the largest purchases of goods and services. For marketers to be effective and successful at b2b marketing they must master 3 key challenges for each business customer they want to serve: Identify the right persons or decision makers within the organization. Understand the buying process of each potential client. Identify the factors that influence the buying process of potential clients.
