B A 370 Chapter Notes - Chapter 7: Web Portal, Organizational Culture
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 and/or resale by wholesalers and retailers. Involves manufacturers selling to wholesalers that sell products to retailers. Can also involve service firms that market their series to other businesses but not to the ultimate consumer. Tend to be more complex and involve multiple members of both the buying organization and the selling organization. Focus on serving specific types of customer markets by creating value for those customers. Companies find it productive to focus their efforts on key industries or market segments. Start with need recognition and the information search and alternative evaluation steps are more formal and structured. Buyers specify their needs in writing and ask potential suppliers to submit formal proposals.
