Ch. 7 Business-to-Business Marketing Flashcards
Derived Demand
Link between consumers demand for company’s output and company’s purchase of inputs to manufacture or assemble particular output
Business-to-Business (B2B) Marketing
Buying and selling goods or services to be used in production of other goods and services, for consumption by buying orgnz and/or resale by wholesalers and retailers
Resellers
Marketing links that resell manufactured products without altering their form
Wholesalers and Distributors
Buy products and sell to retailers (B2B transaction), then retailers in turn resell to ultimate consumer (B2C transaction)
Request for Proposals (RFP)
Orgnz invite vendors or suppliers to bid on supplying required components or specs
Web Portal
Internet site that’s the major starting point for users when they connect to the web
Business-to-Business Buying Process
Need Recognition Product Specification RFP Process Proposal analysis and supplier selection Order Specification Vendor/performance assessment using metrics
Buying Center
Range from employees who have role in purchasing decision to members of design team that specify equipment or raw material needed to employees that will be using a new machine that’s being ordered
Initiator
Person who first suggests buying product or service
Influencer
Person who influences other member of buying center in making a final decision
Decider
Person who ultimately determines any part or entire buying decision - whether, what, how, or where to buy
Buyer
Person who handles paperwork of purchase
User
Person who consumes or uses product or service
Gatekeeper
Person who controls info or access, or both, to decision makers and influencers
Organizational Culture
Set of values, traditions, and customs that guide employees behavior
