Chapter Objectives
       Understand the characteristics of 
        business-to-business markets, B2B market 
        demand, and how marketers classify B2B 
        customers
       Appreciate opportunities for using e-
        commerce and social media in business-
        to-business settings
       Identify and describe the different 
        business buying situations and the 
        business buying decision process
                   © 2012 Pearson Education, Inc. publishing as Prentice-Hall.
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     Business Markets: Buying and 
     Selling When the Customer is 
     Another Firm
       Business-to-business marketing -
        The marketing of goods and services that 
        businesses and other organizations buy for 
        purposes other than personal consumption
        ◦Business-to-business (organizational) 
          markets include manufacturers, 
          wholesalers, retailers, and other 
          organizations such as hospitals, and 
          government
                   © 2012 Pearson Education, Inc. publishing as Prentice-Hall.
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     Factors That Make a Difference 
      in Business Markets
       Business markets differ from consumer 
        markets in several ways:
        ◦Multiple buyers are involved
        ◦Fewer organizational customers exist
        ◦Order quantities and cost are much larger
        ◦Business customers are more 
          geographically concentration
       These differences make B2B marketing 
        more complex
                   © 2012 Pearson Education, Inc. publishing as Prentice-Hall.
                                                                      6-4
     Business-to-Business Demand
       Business-to-business demand differs from 
        consumer product demand 
       Demand is:
        ◦Derived
        ◦Inelastic
        ◦Fluctuating
        ◦Joint
                   © 2012 Pearson Education, Inc. publishing as Prentice-Hall.
                                                                      6-5
     Business-to-Business Demand
       Derived demand:
        ◦Demand for organizational products is 
          caused by demand for consumer goods
        ◦Changes in consumer trends can impact 
          B2B sales
       Inelastic demand:
        ◦Changes in price have little or no effect 
          on the amount demanded
                   © 2012 Pearson Education, Inc. publishing as Prentice-Hall.
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