BU352 Chapter Notes - Chapter 6: English Auction, Reverse Auction, Denim
Document Summary
Chapter 6 business to business marketing (b2b) 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. Involves manufacturers, wholesalers, retailers, and service firms that market goods and services to other businesses but not to the ultimate consumer. The distinction between a b2b and a b2c transaction is not the product/service itself; rather, it is the ultimate purchaser and user of that product or service. Just like b2c orgs, b2b firms focus on serving specific types of customer markets to create value for those customers ex: rbc maintains a dedicated group of account executives to service its small business and commercial banking clients. Many firms find it more productive to focus their efforts on key industries or market segments rather than on ultimate consumers. Manufacturers, resellers, institutions, and governments are all involved in b2b transactions.
