Management and Organizational Studies 2320A/B Lecture Notes - Lecture 6: Marketing Mix, Long Term Ecological Research Network, Media Mix

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 2320A/B
• Professor: Emily Chen- Bendle

Document Summary

Buying & selling goods or services to be used: In the production of others goods & services, For consumption by the buying rm, or. Distinction between b2b & business to consumer (b2c): Canadian government spends b annually buying goods & services. Provincial and local governments also make signi cant purchases. Canadian government contracts are posted n the business access canada website. Identify decision makers in organization who authorize or in uence purchases. Understand the buying process of each potential client. Identify factors that in uence the buying process of potential clients. Ex. when you are doing a job search, this is b2b marketing. Demand for business products is not direct, it"s derived. Fewer customers, more geographically concentrated & orders are larger. Products technical in nature, purchased based on speci cations. Heavy emphasis on delivery time, technical assistance, after sale service, nancing. Competitive bidding, negotiated pricing, complex nancial arrangements. Quali ed, professional buyers - more formalized buying process.