ADM 2320 Chapter Notes - Chapter 5: Marketing Week, Direct Selling, Air Canada
6 Oct 2017
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Process of buying and selling goods or services to be used in the production of other goods or services, for consumption by the buying organization, or for resale by wholesalers and retailers. B2b marketing involves manufacturers, wholesalers, retailers, and service firms that market goods and services to other businesses, but not directly to the ultimate consumer. B2b markets (1) manufacturers or producers: buy raw materials, components or parts, manufacture their own goods, ex. Airbus buys raw materials to build planes (b2b) Sells plane to air canada (b2b) (2) resellers: manufacturer to reseller to retailer, ex. Walmart could be viewed as a reseller (3) institutions: schools, museums, religious organizations, ex. New buy- purchasing for the first time, the buying decision is likely to be quite involved. Modified rebuy- purchased similar product in past but changing some specifications, current vendors have an advantage in acquiring these sales.
