BUSI 2204 Lecture 7: MKTG- Chapter 7
14 Dec 2017
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Document Summary
It is often referred to as b2b marketing. The process of matching capabilities between two non-consumer entities to create value for both organizations and the customer"s customer ; also referred to as business marketing. The network and relationships approach to business marketing: In looking at business marketing from a network and relationship perspective, one must understand how each of these terms is meant and applied. Relationships are important in marketing, but they are usually the result of greater effort on one side (the seller). A firm"s belief that an ongoing relationship with another firm is so important that the relationship warrants maximum efforts at maintaining it indefinitely. Confidence in an exchange partner"s reliability and integrity. Demand in the business market that comes from demand in the consumer market. The demand for two or more items used together in a final product.
