Marketing Management
...or services to be used in the production of other goods and services, for consumption by the buying organization, and/or for resale by wholesalers and retailers
Stakeholders:
Manufacturers
Wholesalers
Service Firms
The distinction between B2B and B2C transactions ultimate USER of that product or service
Salespeople are an important component in B2C transactions, but they are not crucial for the sales of many consumer goods. For B2B sales, the salesperson is an integral component for the transaction
The demand for the B2B sales comes from the derive demand (link between consumers’ demand for a company’s output and its purchase of necessary inputs to manufacture or assemble particular output)
B2B Markets
Focus on: KEY BUSINESS CUSTOMERS rather than on ULTIMATE CONSUMER
Types of B2B Organizations:
Manufacturers/Producers
Buy raw materials, components, and parts that allow them to manufacture their own good
Must manage supply and demand chains closely
Resellers
Intermediaries that resell manufactures products with out significantly altering their form
Institutions
Hospitals, educational organizations, etc that purchase all kinds of goods and services.
Government
B2B Buying Process
Need Recognition recognizing and unfulfilled need
Product Specification considers alternative solutions and comes p with potential specifications that supplies might use to develop their proposals to supply the product
RFP Process when buying organizations invite alternative suppliers to bid on supplying their required components
Proposal Analysis and Supplier Selection gives the buying firm power because they determine which proposals have the best price, quality, delivery, and financing and which company they want to partner with ; keeps suppliers on their toes to uphold their strength of brand, ability to deliver,...
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