Marketing Exam #2

B2B Marketing

Business to Business Marketing:
Close relationships with customers, few customers, large orders, less prrice senstiitve 

B2C Marketing

Business to Consumer:
Impersonal mass communication, many customers, more price senstitive, small orders

Types of Business Buyers

Manufacturerers (John Deere)
Institutions (The University of Iowa)
Government (Johnson County)
Reseller

Buying Central Roles 

-Influencer

-Decider

-Buyer

-User

-Gatekeeper

-Initiator

Buying Situations

-New buy, modified rebuy, straight rebuy

New Buy: a situation requiring the purchase of a product or technology for the first time

Modified Rebuy: A situation where the purchaser wants some change in the original goods or service, or the product has changed

Straight Rebuy: A situation in which the purchaser reorders the same goods or services without looking for new inofrmation or invesitgating other suppliers

Business Buying Process

1. Need Recognition

2. Product Specification

3. RFP Process

4. Proposal Analysis/Negotiation

5. Order Specifications

6. Vendor Assessment