Chapter 6 Flashcards
3 important things for B2B
Trust
Mutual Respect
Achievement of goals
Business vs Customer marketing
Customer : active seller, passive buyer
Business : active seller, active buyer
Relationships are kept how (Tower)
Cooperation involving trust and commitment
Relationship commitment
Maximum effort, belief
Relationship trust
Goal congruence
shared vision reached
Sales approach
generate leads and new business through persuasion
Marketing management approach
develop product and market it
Network approach
research the factors and forces around a firm - understand the environment
Derived demand
demand for the final product
Inelastic demand
with regard to price
take price into consideration
Joint demand
demand for parts within final product are tied to each other
Fluctuation demand
less stable; multiplier effect
Aspects of business marketing
LUUNT
Location of buyers Use of reciprocity Use of leasing Number of customers Type of negotiations
Types of Business Products
Major Equipment Accessory Equipment Raw Materials Component Parts and Materials Supplies
Business Customers
Producers : profit oriented
Resellers : Retailers and wholesalers, buy to resell
Governments
Institutions
