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    What Is Business Marketing

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    Phuc Huynh Phuc
    Business marketing involves selling products and services to other businesses, governments, and institutions rather than individual consumers. Products sold through business marketing are often incorporated into other products or used to aid in business operations. Whether a product is for business or consumer use depends on who the intended consumer is and how the product will be used. Common business market customers include commercial firms acting as users, original equipment manufacturers, resellers, governments, and institutions.

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    What Is Business Marketing

    Uploaded by

    Phuc Huynh Phuc
    20 views9 pages
    Business marketing involves selling products and services to other businesses, governments, and institutions rather than individual consumers. Products sold through business marketing are often incorporated into other products or used to aid in business operations. Whether a product is for business or consumer use depends on who the intended consumer is and how the product will be used. Common business market customers include commercial firms acting as users, original equipment manufacturers, resellers, governments, and institutions.

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    What is Business marketing

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    Business marketing involves selling products and services to other businesses, governments, and institutions rather than individual consumers. Products sold through business marketing are often incorporated into other products or used to aid in business operations. Whether a product is for business or consumer use depends on who the intended consumer is and how the product will be used. Common business market customers include commercial firms acting as users, original equipment manufacturers, resellers, governments, and institutions.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    20 views9 pages

    What Is Business Marketing

    Uploaded by

    Phuc Huynh Phuc
    Business marketing involves selling products and services to other businesses, governments, and institutions rather than individual consumers. Products sold through business marketing are often incorporated into other products or used to aid in business operations. Whether a product is for business or consumer use depends on who the intended consumer is and how the product will be used. Common business market customers include commercial firms acting as users, original equipment manufacturers, resellers, governments, and institutions.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 9

    What is Business Marketing?

    • In Business Marketing, the customers are


    organizations.
    • Business markets are markets for products and
    services, from local to international, bought by:
    • Businesses
    • Government bodies
    • Institutions
    Purpose of Purchase
    • Incorporation: the purchased product becomes a part of
    another product. For example: 3M security glass for
    constructing a bus shelter
    • Use: to manufacture other products. For example: computer
    • Consumption: to aid in the normal operations of a business. For
    example: electricity, networking services
    • Resale: the product is acquired for resale without changing the
    form. For example: Bunnings warehouse sells Ryobi and Ozito
    brand tools.
    Consumer Product or
    Business Product?

     The intended use of the product and the intended


    consumer determines whether or not a product is a
    consumer product or a business product

     If Mr. Clean is used by the ultimate consumer to


    clean his/her house, it is a consumer product.

     If Mr. Clean is being used to clean a hospital or a


    university, it is a business product.
    Review Exercise
    Complete the following sentence by choosing the correct term.
    The following products are purchased for _________.
    (incorporation/consumption/use or resale)
    Business Market Customers
    • Commercial firms: Users, Original equipment
    manufacturers, Resellers

    • Governments: Local, State and Federal

    • Institutions: hospitals, nursing homes, blood banks,


    schools, universities, political parties, museums,
    labour unions, churches etc.
    Users

    • Users purchase industrial products or services to


    produce other goods or services that are, in turn, sold
    in the business or consumer markets.
    • The purchased products don’t become a part of the
    finished product but instead help to produce it.
    • Example: Toyota buys machines to produce cars that
    are sold to consumers and businesses. Toyota is a user.
    Original Equipment Manufacturers (OEMs)

    Individuals and organizations that buy business


    goods and incorporate them into the products
    that they produce for eventual sale to other
    producers or to consumers. E.g., Dell
    Resellers
    • Resellers purchase products and sell them to B2B customers.
    • They do not really change the physical product but they may add
    value by bundling products into systems and by offering several
    support services (such as advice, installation, maintenance and
    training
    Business and Consumer Markets Differs In:
    1. Customers
    2. Market demand
    3. Buyer behavior
    4. Buyer-seller relationship
    5. Environmental influences (competition, political, legal) and
    6. Marketing strategy (product, price, place, promotion)
    • Due to these differences, business marketers need to
    understand how demand for industrial products and
    services differs from consumer demand.

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