Week 5

Week 5 “Marketing in the
business strategy Mix”
Chapter 6

Types of Business Markets?
 Business to business marketing takes on various different
responsibilities. The segments within business market include:
- Producers – businesses that purchase goods/services to use in
production of another good/service. I.e a Bakery buys flour.
- Governments – Federal, state and local branches of
government, Tenders or bidding are often submitted to the
government.
- Resellers – comprises traders and resellers. Traders purchase
good from manufacturer to sell and resellers add value to
product before selling
- Institutions – Exist to reach goals i.e schools, galleries,
museums incomes often comes from grants or donations.

What is the difference between
business and consumer markets?
 Differ on points of structure and demand, buying size and
power, relationships, geography, nature and decision making
process
 Consumer markets are globalised and business markets are
geographically concentrated to wherever the buying component
of business is situated.
 Organisations benefit from having positive relationships with
suppliers.
 Businesses that enjoy long term relationships with their
suppliers/customers benefit from mutal
trust, understanding, reliability.
 Buying businesses can be assured of quality they will receive
and selling businesses can be assured of ongoing sales.

Organisational Buying Decision
Process
 Problem recognition
 General need description
 Product specification
 Information supplier research
 Proposal solicitation
 Supplier selection
 Order routine specification
 Post purchase performance review

Week 5

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Week 5